A global brand wanted to increase its emotional connection with consumers. There was uncertainty about which emotional levers could be utilized within a communications plan that not only fit with the brand but was one that the brand could take advantage of in their category.
Using Brand Emotion, we created the Emotional Signature of the brand. Utilizing visual semiotics, the top three emotions for the brand were identified, as well as the competitive set and the ideal brand in the category. These three views allowed the brand to identify how consumers perceived the brand emotionally, where their competitors operated, and the potential white space.
The brand was able to identify which emotions to target and those to reinforce. A communication strategy was developed around those emotions. The creative was tested through the same Brand Emotion platform to ensure that the creative elements resonated with the identified emotions. The brand ultimately created a layered strategy that leveraged consistent emotional messaging.