Aim Your Brand at Making an Emotional Connection
People are moving from buying from to buying into
—Mary Portas
As we mentioned in Chapter 8, after we found that Emotional attachment is the biggest driver of value for businesses, I then reanalyzed the data to find which of the traditional touchpoints have the biggest effect on Emotional attachment. First was Customer service with 21 percent, while second came Brand & advertising with 19 percent (see Table 8.1). This shows that through the brand and through advertising, organizations can form an emotional attachment with customers.
Of course, we did not discover America here. In Psychology Today, Peter Noel Murray, PhD, highlights four studies of the role of emotion in ...
Get The Big Miss now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
