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Why Appealing to Consumers' Sentimental Side Makes for an Innovative Brand Strategy

Courtney Scharf
November 8th, 2012
When it comes to implementing an innovative brand strategy, companies have gone in all sorts of directions. From using shocking design to appealing to the lighter side of customers, brands are always adapting to what kind of design and themes consumers respond to.

More and more companies, however, are catching onto a sentimental approach to product design and marketing. Products and campaigns that help keep memories alive and maintain tradition appeal to the emotional side of customers, and create a strong connection between brand and consumer.

Appealing to consumer emotions has long been a popular tactic adopted by leading companies and focusing specifically on nostalgic feelings has the potential to resonate consumers as well. Facebook recently launched a series of photo-based ads and video commercials that likened the company and social media platform to everyday objects. Capitalizing on the universality of the service and the way in which it connects people, Facebook ran a successful campaign that communicated values that appealed to consumers' sentimental sides. The danger that some companies face when integrating this kind of marketing strategy is coming across as insincere. Keeping it subtle is key when it comes to appealing to consumer emotions.

Some companies have worked the sentimental approach into their product design as well as their marketing. Touchables by Drew Stanley is a clothing line that's specifically designed to encourage physical contact between people. Strategically released around Valentine's Day, the line appealed to the romantic side of customers. Though it's not easy to create such a strong connection between brands and consumers, doing so can be hugely advantageous to companies.

Trend Hunter's Branding Trend Report has featured many brands who opt for this approach, and is an excellent resource for those looking to improve a company's branding.