Emotional Branding

Last week, I introduced the three main ways to persuade audience. Today, let’s focus on the most prominent one being used, Pathos, also called emotional branding.

Emotional branding

It’s the practice of cultivating brands appeal to a customer’s emotion and aspiration directly. Emotional brands is successful when it triggers an emotional response upon the customers.

Commercial using the “pathos” method is associated with strong feeling and affection. Though sometimes, the ad itself has little to do with the product, as long as it captures audience’s heart, the commercial is successful. However, this method is usually only suitable for famous companies.

Let’s take the Budweiser’s 2014 Super Bowl commercial for instance.

The topic of adorable animals is always loved by people. From the ad, we can see the strong bond between the puppy and the horse. The narration and the BGM is perfectly shown to the audience. At last, the word “BestBuds” not only points out what the ad wants to show, but also stick to Budweiser’s brand image.

Another example for emotional branding is Guiness’ commercial.

The ending is the soul of the ad. It demonstrates the value friendship. This also indicates the slogan of Guiness, “Dedication. Loyalty. Friendship. The choices we make reveal the true nature of our character.”