Emotional Branding Overview

Marketplace trends

The benefits consumers seek from buying particular brands or shopping trips have shifted from procuring high-quality products for lower costs to seeking emotional rewards from their experiences as a consumer. Major trends that support this paradigm shift include desires to have positive consumer experiences, express one's authentic self, achieve warm glow from helping others, and co-create design or ideas with the brand. While these trends influence consumer behavior and change the way traditional retailers conduct businesses, retailers can adopt non-traditional marketing strategies to a greater extent because there are more ways to touch the consumer in an omni-channel market. Indeed, the prevalence of mobile and web-based technologies has transformed consumer experiences from just browsing and purchasing to creating and sharing content via social media.