Emotional Engagement — Few Get It… But Three Brands That Do!
Back in 2019, Forbes issued a headline story titled… “It’s Official: The M.B.A. Degree is in Crisis.”
Those of you who have followed this blog have heard me voice a similar story. Although I have not cited the MBA degree in crisis… but more directly, declared it was dead.
My observation was based on the MBA foundation … one that is linear and rational … one that falls short of defining “key product benefits” … one that thrives off accounting and finance… one that was no longer working in companies embracing it.
It might be Facebook or Google or any of the Gaming Techs… but none of those founders have an MBA.
Some of you have also recently read how Generation X management fails to engage brands on emotional levels because they personally have limited depth of emotional connections with others around them.
Generation X Management that seeks to take over center-stage. Seeking out the limelight. Seeking to generate self-applause.
I am not surprised if some of you find my perspective troubling… even to the point of wanting to avoid it.
But I am not writing this blog post to highlight the misdirection of brand leadership and creative resources in producing dysfunctional and nonfunctional advertising content.
This Blog post instead is showcasing three brands that actually get it. And “getting it” to bring the brand story to life through video that capitalizes on the very fundamentals of what drives individuals to engage in video.
There are three commercials that I have had the pleasure of encountering that have literally grabbed me and brought me into a level of full connection and engagement.
I connected with those three brands not because they sold me on them, but when I first watched them I connected with a valued part of me that each one re-affirmed within me.
Here are those three spots… you can click on each link to watch them.
Apple MacBook. https://www.youtube.com/watch?v=b3VcGKv9Cfw
Publix Grocery Stores. https://www.youtube.com/watch?v=6Qwkv11qAUk
If you read this blog post, I encourage you to step back away from how you convey your brand.
Ask yourself as a third-party observer…
(1) What percentage of the content talks about the brand and product vs. what percentage of the spots feature a personal identifiable portrait of the key target group?
(2) Is content present from the context of the company and group that produces and distributes the brand and product or from the context of the day-to-day life of the target group?
(3) What percentage of the content is rational… and what percentage of content is emotional?
(4) Does the spot match up with the competitive narrative… the category narrative?
(5) Would the spot cause discomfort to the MBA-degreed staff, operations and engineering?
I met a very good radio producer for lunch today. In my past, I have worked with this producer in actually hosting two radio commentary shows. One anchored around health & wellness and another anchored around financial management.
The radio producer asked me what is it that I actually do for a living. He even clarified the question by first stating that I am known in a number of circles as a radio host and others as a motivational speaker.
I answered back that I served as a brand consultant with the mission to create discomfort among team leadership that ultimately elevates their brand’s relationship above and beyond rational portrayal and rational connection points.
Of course he asked me what that actually means.
I looked down and saw that he had an iPhone. I then asked why he purchased that brand of mobile technology and he very quickly and passionately said it was because it was an Apple product and he could connect easily with friends and relatives using it.
I replied, that is what I what I live to do.
The Pandemic has served as a catalyst for a lot of business to sit back and re-evaluate all aspects of their brands… operational, engineering, distribution channels, marketing and sales.
The Pandemic has got business leadership evaluating the actual dynamics of the customer relationship.
You do not have to have a budget like Jeep, nor Apple, nor Publix to bring your brand to a different level. But you do have to find a different perspective of counsel and ways to raise the dynamics of the brand relationship to a deeper level of emotional connection vs. rational payout.
The creative teams did a fabulous job in producing those three videos.
But the brand teams did a fabulous job too in moving to a different level of perspective to lead the creatives in the production.
My mission is to play the role of a change agent… a catalyst of change… for your brand team.
Call me… 404.245.9378.