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Why is Brand Emotional Attachment So Important?

Why is Brand Emotional Attachment So Important?

Author

Charlene Weisler photo

Charlene Weisler

Publish date

April 03, 2017

Channel

Leap Media Investments
1 26 83

Gary Reisman, CEO and Founder, LEAP Media Investments,believes that, "Emotional attachment is the top of the consideration pyramid that drives other behaviors to happen." Brands are in a constant quest to discover their most valuable target consumers, he points out. They do this through a variety of methods, from measuring attention and affection to length of tune-in and sharing of messages, for example. But it is becoming clear that one of the pivotal attributes to a brand's success is its emotional attachment. This form of attachment to a brand holds significant power to affect sales and profitability. Studies have shown that emotionally attached consumers form the most highly profitable sector of a customer base. According to Jami Oetting, HubSpot's Content Marketing Strategy Manager, "emotional responses to ads are more influential on a person's intent to buy than the content of an ad."    

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Charlene Weisler photo

Charlene Weisler

Charlene Weisler is a media research executive and MediaVillage columnist with experience that spans broadcast, cable, off-platform, non-linear, and broadband. She shares her expertise in set-top box data, SEO, metrics creation, and behavioral psychography i… read more

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