BOOSTING BRAND EMOTIONS ‘CRUCIAL’
Emotional connection vital to inspire consumer confidence, says Brand Insite executive chairman
MARKETING strategy must be targeted and well synchronised “internally and externally” to improve brand emotions among consumers.
“Internal” in this context is between brand owners and internal stakeholders while “external” is between brands and the target audience.
Brand Insite Sdn Bhd executive chairman Datuk Shafri Mohamad said brand emotion was the crucial element for brand owners to instil confidence among consumers in order to remain competitive and relevant in the current challenging market.
“Brandsync methodology ensures the synchronisation of the brand, people and media. Its methodology helps to secure an emotional brand synchronisation for marketers through the assimilation and synergy of the intent with the action of their marketing campaign,” he told NST Business in an interview recently.
Brand Insite is a one-stop marketing consultancy company that leverages its newly introduced strategic marketing tool, Brandsync, to help brand owners.
Brandsync is a comprehensive research based on neuroscience and cognitive science, which precisely studies consumers’ behaviour of decision-making and identifies target audiences’ emotional drivers and motivations.
He added that consumers were expected to be more cautious in their spending next year due to uncertainties of the country’s economic environment.
“Consumers will be more selective in their purchases and more intent in looking for value-added traits, including fiscal and emotional values,” he said.
However, Shafri cautioned that brand owners would also face many challenges, including restriction in marketing budgets and higher marketing cost.
“Hence, it is important for brand owners to have efficient marketing strategies for longterm sustainability and establish brand emotions among consumers,” he said.
Shafri said brand owners must also needed to prioritise in winning the hearts of the consumers and keeping the relationship emotionally rewarding.
He said Brandsync platform provided precise results with various marketing strategies to understand the market, consumers and competitors.
Brandsync focuses on increasing market share via increasing a brand share of emotion versus share of voice — as share of emotion is a more efficient and sustainable method to increase market share, he said.
Shafri pointed out that extensive research studies by behavioural economists and neuroscientists have shown that 95 per cent of the time consumers make their purchasing decision based on emotions.
Shafri said Brandsync helped to find and create a perfect match by discovering the emotional triggers and desirable emotions derived from the brand that matches the desired emotions of the buyer.
Brandsync will be able to identify an ideal Brand Identity (the desired traits of the brand that will resonate with customers) and establish a meaningful Brand Purpose for target consumers.
Shafri said the adoption of Brandsync was important for companies to promote their brands or products for long-term sustainability in creating consumers loyalty.
Brandsite recently collaborated with Trio-Group, communications agency in Germany, utilising Brandsync to revolutionise the way brands are positioned and to humanise brands.
Brandsync was developed by Dr Jurgen Kutemeyer, the founder and managing director of Trio-Group, who has published numerous research papers and scientific findings throughout his 20 years of working for corporations and medium-sized enterprises.
Shafri said Malaysia was an ideal country to launch the marketing tool within the Asian region, citing that the marketing landscape is rapidly evolving.