Emotional Branding

As social media increases, the traditional method of speaking to consumers through push marketing is decreasing. Consumers expect brands to connect with them through interaction. March Gobe's book "Emotional Branding: The New Paradigm for Connecting Brands to People" shows us this shift in connecting to audiences by focusing on demographics, consumers preferences, and upcoming trends. His observation is that connections can be made on an emotional level between brands and people.

The three major populations that make up the market are the boomers (1946-64), generation X (1964-80), and generation Y (1981-89). Throughout the first section in "Emotional Branding", Gobe discusses the generational gap between these target markets and the new emotional criteria for each. He lets his readers know the importance of knowing who your target audience is. Each target has different characteristics, therefore creating segmentation. Gobe discusses how to brand for these separate segments and find what makes each of these markets tick emotionally.

Described as the "Defining Generation," boomers make up 30% of the population. These people have experienced the revolutions of rock and roll, war, protests, and racial gaps. They're a population that wants to keep their youthfulness intact, which is shown when the rise of the anti-aging industry occurred. Boomers are becoming healthier and more active, which is keeping them more youthful. With a "hard work pays off" mentality, this segment of people are less emotional than generations X and Y. This group is all about comfort and unfamiliar with technology. Ad campaigns that use certain positioning, such as, emotional comfort, status, and an "I've earned it" luxury will reach this audience. Tactics showing the harsh reality that the economy has interfered with Boomer's spending/retirement plans will be successful.

At 17% of the population, the generation X or "generation of individuals" knows well the era of pop culture, gangs, violence, and information explosion. They are independents, influencers, or rebels. Ad campaigns targeting generation X usually succeed when they use nontraditional approaches, style, and imagination. According to Gobe, if you understand generation X's drive to change their own style and world, you'll understand this generation; they want creativity and flexibility.

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