an intelligent brand that enables€¦ · © 2017 forrester. reproduction prohibited. 4 brand 2010:...

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Brand 2020: Build an Emotional Brand

Dipanjan Chatterjee, Vice President, Principal Analyst

October 3, 2017

@dipanjantweet

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Marry. Marry. Marry.

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Brand 2010: The Age Of The Customer

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Hyperadoption

Facebook takes 6 years to reach first 500 million

users, 6 months to reach the last 500 million

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“WeChat is where China’s national

conversation takes place”

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Data Explosion

Data doubles in little over 1 year

Only 0.5% put to real use

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As decisions become tougher…

We need help making them

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“Brand” is what cuts through the clutter and the chaos to facilitate decision making

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Brand 2020

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Emotions power fast thinking

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“Instinctively comfortable

choice for the customer”

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Emotions power memories

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Flashbulb moments

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Flashbulb momentsMemory

Highs, Lows, and Ends

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Is there evidence that emotions matter?

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Advanced econometric analysis

Two categories — retail and banking

Quant research with ~4,500 respondents

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Brand Energy Drives Value

60%63%

72% 73%

Purchase

intent

Price

Premium

Advocacy Preference

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Captures emotions

activated by the brand

How top-of-mind is the brand?

Brand relevance including

functional attributes

Brand dimensions

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Emotions contribute to almost half of brand energy

Emotion Salience Fit

Contribution to brand energy (%)

Retail

Banking

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On your side

Three Emotion-Rich Territories

At your service

Unlike others

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Some examples of

emotion-driven branding

outside the data set

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Out with the new, in with the old

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Patanjali effect cannot be ignored, says Colgate's global CEO

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On your side

Patanjali’s Emotion-Rich Territories

At your service

Unlike others

“MNCs here only to loot”

Medical practitioners in 10K stores

“Common kitchen ingredients”

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Aspire

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Status-seeking

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Accessible

Aspiration

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Double-edged swordThe face of aspiration …

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… is a double-edged sword

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Emotion bytes

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Digital is exceptionally positioned to deliver the right emotion-activating

experience

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Unlike others

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FORRESTER.COM

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Dipanjan Chatterjee

+1 646-714-4250

dchatterjee@forrester.com