“What you have to sell is of no consequence to people. What you have to for them is benefits and meaning that fulfils their needs and desires.”
That was the quote that set the scene for a communications planning session I led today with a favourite client. What was interesting about this planning session was the lack of data – no statistics about demographics or brand health measures. We used a series of images to describe how people felt, and music tracks to identify the consumer need.
When discussing brands and the role they have in people’s lives, it’s important to get in touch with the emotions that drive meaning. It’s difficult, because so often in Business (see, very serious capital B, Business) the tendency is to make cold and neutral assessments devoid of emotional thinking. It takes some courage to throw out this approach and embrace emotions.