By Robert Wheatley

Does the over-arching preoccupation with pocketbook issues mean that emotion is taking the back seat to a more analytical point of view about things we buy? Is the mass move to frugality and pragmatism wringing out the value and power of emotionally driven communications?

NO…

The organism now walking the aisles of stores and supermarkets remains connected to the same brain that still makes much of its assessment about brand value and meaning on an emotional level. If anything, many of the root problems in the economy emanate from unrelenting emotional cues. Conditions today pour out of feelings of fear, uneasiness and discomfort that foster a behavior aimed at making real efforts to conserve and reign in profligate spending habits.

This conversation is vital because much is at stake for how brands present themselves in what is arguably one of the most challenging marketplaces to appear in the last 20 years.

We believe the right path doesn’t abandon what neuroscientists have already confirmed about how we make decisions on brands and purchases. Rather fine-tuning and modification of the strategic menu is in order.

It is probably obvious to all that emotional triggers pulled from strategies that worked in the previous era of abundance and asset wealth are no longer appropriate, such as:

Hedonism
Luxury
Indulgence
Consumption
Exclusivity
Prestige
Cutting edge
In-the-know

More effective in this time is a focus towards drivers cross the divide from indulgence to assurance:

Home
Hearth
Family
Security
Dependability
Practical
Smart
In-control

Value remains a major priority as brands navigate the difficult course around the prevailing desire to cut back and spend less. So brand messaging must balance between emotional and logical reasons for purchase. Just don’t make the mistake of letting this pendulum swing too far to the right and knock out the emotional components of outreach that are respectful of how we humans operate.

Peter Rogovin of Next Level Strategic Marketing has an insightful column on the subject in BrandWeek entitled “Why Spock Needs Kirk.” Worth a read!!

What do you think?