Emotional Branding

Last night, I celebrated a major achievment... well, the only person I celebrated with was my thesis advisor over MSN messenger, being he was the only one available of very few people who could appreciate it: I completed the Content Analysis phase of research on my thesis. Content Analysis has been the longest phase thus far, coming in at 90 hours. This brings my total time spent on the thesis to 210 hours. In no time, I'll be ready to submit my research papers to EMAC... the European Marketing Academy, for it's annual conference in Reykjavik, Iceland (Pictured below). If my paper is selected among those worthy of presenting, I'll be flying there for the conference in May of next summer to discuss my findings with visiters to the conference.











This acheivement got me thinking... My research on Personal Branding websites has repeatedly confirmed the idea that for a brand to be effective, it must bring with it some form of emotional involement. It's no wonder Pillsbury launched it's "My heart to yours" campaign or Friendly's it's "You, me, and Friendly's." So, I wondered, what brands are effective in drawing me as a consumer because of emotional attachment? The answer surprised me. Those who know me well will tell you that my favorite beverage is Guinness (specifically from draught, but the bottled version works well too). The smell of it, the taste of it, the beautiful tan head it develops atop its thick black fullness... I enjoyed it enough to pay a visit to the Guinness Factory in Dublin, Ireland, and sample a complimentary pint at the bar on the top floor of the factory (which afforded a 360 degree view of the city). When people see me drinking a Guinness, they can't help but notice it's stylized black bottle. I can't help but feel special, like a connesseur, when people see me drink it. Yes... Guiness has done a fine job branding.

Guinness has done a fine job with marketing, period... as I write this, I'm wearing a "Guinness: St. James' Gate, Dublin" T-shirt. The story of how I came to buy it is funny. While visiting the Guinness Factory, I sampled my complimentary pint on an empty stomach. Needless to say, this put me in a very good mood. I must say I felt quite accomplished (or perhaps the most foolish) at being the only one in my traveling group to complete my entire pint. I did this just in time to board the elevator to the ground floor, which empties its riders directly into the gift shop. The rest, as they say, is history.

The ironic thing is, before my study abroad in the UK, I thought Guinness was too heavy and expensive. I rarely bought it... much less praised it. Perhaps when I first inhale the scent of this fine brew now, I enjoy it because it reminds me of the fun I had and the people I met on my trip... ladies and gentlemen, that's the power of using emotion in branding.