Strong Emotions, Emotional Branding Examine

/Relevant Brands Rock’s sheer pervasiveness makes it the most profound valueshaper in existence today. Unless you are deaf, it is virtually guaranteed that rock music has affected your view of the world.

-NATIONAL REVIEW, FEBRUARY 24, B rands, like bands, can generate significant profits when everyone from salespeople to CEOs are focused on turning customers into fans and nurturing a robust fan base. This first, vital, step promotes cultural adoption of a brand, which can translate into brand loyalty and sales even during an economic slowdown.

Emotional Branding Examine closely the rock and roll stars that span generations and an important principle of longevity emerges. The long lasting successes of the Rolling Stones, Neil Diamond, U2, and other legendary bands are achieved through special relationships and connections with their fans, not just their own talent and competency. The lyrics, rhythms, and delivery of their music reverberate with the realities, desires, and aspirations of their listeners. It’s the total music experience that impresses fans, and, in most cases, the lifestyles and personalities of the musicians as well. The response equals more than the sum of the individual attributes to create an extrasensory connection between band and fan.

The reason for this emotional bond may not be apparent to the casual observer or completely understood by the bands and their fans, but it exists. Analyzed from a consumer behavior perspective, the reasons for the emotional connection are apparent. First, bands and songs evoke emotions in people. Just as the B 52s’ monster hit “Love Shack” might make you bop around in your seat, Whitney Houston’s “I Will Always Love You” may reduce you to tears. Second, people often associate the specific emotions evoked by life events (both good and bad) with the soundtracks of their lives. Whether it’s Led Zeppelin’s “Stairway to Heaven” (your first make out song) or Gloria Gaynor’s “I Will Survive” (your first breakup song), these anthems become attached to strong emotions, which resurface when the songs are heard later.