Some brands are able to go beyond simple marketing to tap into consumers’ emotions.
At that point, your brand becomes less of a product and more of a lifestyle. A new study by Customer Thermometer suggests that this type of connection is common.
More than 65 percent of people surveyed in a Customer Thermometer study said they have felt an emotional connection to a brand or an organization. The most common brands to inspire this bond are electronics (according to 33 percent of male consumers) and fashion (said 19 percent of female consumers). The vast majority of emotional connections with brands are positive (91 percent).
Cultivating these emotional connections can pay off.
A quarter of respondents said they’d be willing to pay up to 50 percent more for a product from a brand that “makes them feel they have a positive impact.” Customer Thermometer also wrote: