Emotional Branding Overview
To further distinguish themselves from their competition, marketers are turning more and more to emotional branding, which develops long-lasting brand loyalty through an emotional connection. When consumers emotionally connect to a brand, they are more likely to repurchase that brand with little consideration for competitive products. This article examines how emotional branding is used in the fashion industry.
Co-creation
In the traditional market, firms decided which products and services they were going to produce and consumers did not play any role in value creation. In post-modernity, social media is an increasingly influential determiner of brand value, and companies are no longer sole dictators of brand message. While traditional advertising communicates a brand's message, current practices of digital marketers strive to create relevant and compelling content, often through value co-creation, defined as "joint creation of value by the company and the customer". This co-creation is especially paramount in the post-modern consumption era where emotional branding defines brand meaning through consumer-brand interactions and consumers' word-of-mouth referrals significantly hike new customer purchases on social media platforms.
Co-creation via content marketing exists in many mediums, such as magazines, newsletters, blog posts, videos, webinars, podcasts and websites. Weblog content, in particular, reflects individuals' stories of their experiences, beliefs, and attitudes and usually posts pictures (photo blogs) and video (vlogs). H&M has a new brand "Nyden," capitalizing the concept of co-creation. This brand's business model uses input from netocrats, technologically savvy influencers who share their experiences and lifestyles with others, in the production of a design.