Effective advertising and branding triggers an emotion, whether it’s warm and fuzzy or raging anger. Either way, it catches the consumer’s attention and they correlate that feeling to the company or organization.
Brand Strategy professor, Sasha Strauss spoke at Google’s “Think with Google 2013” about branding and how it has changed.
There’s no perfect form of branding, but the main idea revolves around feelings.
“Every one of us wants to be loved. That’s the only thing we’re fighting for every single day…the highest order of livings is to give and receive love. If you love [an organization] you will buy from them more often” -Sasha Strauss
Normally, when you love something you believe in it, but according to Strauss things have changed due to social media.
Company secrets are being revealed and consumers aren’t trusting companies they used to rely on. Now the “new norm” is to question an organization’s motives and the organization’s job is to fill the void.
Google’s “Year of Search 2014” summarizes the year based on the most popular searched topics, but it’s also a play on words because Google is also asking us what are we searching for in life.
In this video Google helps us remember all the things that made us happy, sad, angry and everything in between, throughout the year. It shows major social issues like the missing Malaysia Airlines flight, Ferguson and Ebola.
People were crying tears of joy, laughing and dancing because of pop culture, father/son relationships and just plan old happiness. There was even a voiceover of our president included.
Google shows tribute to the people who have made an impact on our lives that did not make it to 2015. Then it shows people of all different ethnic and racial backgrounds working together as one for a greater cause.
Throughout the video science and technology is mentioned and how the world has changed and will continue to change. They acknowledge how far we’ve come, but also how much left we have to discover and concur.
Google is a technology company and as I said earlier they are asking what are you in search for? What can Google do for you?
Google managed to make you feel all of this in a matter of 1:32 sec. while branding themselves at the same time. This form of branding is called emotional marketing.
According to entrepreneur Susan Gunelius, there are 10 common emotional triggers:
1. Fear 6. Completion
2. Guilt 7. Instant Gratification
3. Trust 8. Leadership
4. Value 9. Trend-Setting
5. Time 10. Belonging
Almost every one of these emotions is displayed in “Year of Search 2014”. This type of branding works because the customer doesn’t feel like a product is being shoved down their throat. They are also making an emotional connection with Google. It makes consumers feel like Google cares about their well being and happiness.
Another way Google maintains this image is by being creative with “Google Doodle”, on the Google homepage.
Every national holiday or appreciation month/day we get on Google and see a cool doodle in its recognition. Sometimes they even and have games.
Well for the past several years Google has used their popular Google Doodles to help children.
Young artist can enter a contest where they submit an original doodle to be displayed on the Google homepage. The winner also receives a $30,000 college scholarship and a $50,000 Google for education technology grant for their school.
The students and teacher that benefit from the technology grant, whatever college the kid attends, and whoever sees the doodle will think that Google is an amazing organization that cares about its youth.
This leaves a lasting impression on consumers which is what branding is all about.