tag:blogger.com,1999:blog-8276985.post1091038081306925235..comments2023-07-04T06:04:58.857-07:00Comments on hattrick: you, me, and google...: Emotional brand building for enterprise softwarefChhttp://www.blogger.com/profile/08007305273044171670noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-8276985.post-90108486617747386682008-02-27T19:42:00.000-08:002008-02-27T19:42:00.000-08:00Have a look at the LinkedIn conversation initiated...Have a look at the LinkedIn conversation initiated by Martin van der Linden, CEO and owner van der Architects, round the idea of the ugliness of most workspaces:<BR/><BR/>http://www.linkedin.com/answers/administration/facilities-management/ADM_FAC/177559-118113fChhttps://www.blogger.com/profile/08007305273044171670noreply@blogger.comtag:blogger.com,1999:blog-8276985.post-49016659603495966522007-10-29T23:02:00.000-07:002007-10-29T23:02:00.000-07:00The second best answer came from Sandra Bavasso Ro...The second best answer came from Sandra Bavasso Roffo:<BR/><BR/>IMHO there is always an emotional component with any purchase and I believe is basically the same one... (we) want to believe/feel/demonstrate that we... see more have made a "good decision". Now, what a "good decision" is, varies not only in relation to the product (consumer vs. enterprise) but in relation to the price of the product, life expectancy of the product, who else is involved in some way in that decision, end users, etc. And while in some cases I just need to believe that I made a good decision in some other cases I have to be able to demonstrate that I made a good decision. Shampoo: as the POTUS would say, "I am the decider". I know what type of hair I have and what I want to accomplish. But also is a fairly 'cheap' decision (compare to a car, lets say) and in the case I made a mistake I can discard it without feeling so bad or I can alternate it with another one or I can use it everyday to get rid of it. Has short life cycle, if I made a mistake I am not stuck with it for years. And Cindy Crawford even if a basic choice is a choice with reason: beauty is directly related to the product. I buy the product to have my hair healthier or fuller or shiner or... = beautiful. Now, lets move to a more expensive consumer product, a car. If the car is going to be shared with the family you need at least to give some material to that "other" involved. Because even if I am the ultimate "decider" most people would rather have a car that pleases their spouses than one that would raise each time they use it a negative comment. Now, more things get into the equation: is not just about what I look for in a car, I need the car to have some of what (s/he, the other one) looks for. That is why so many car ads try to make the he/she point of view (powerful but comfortable, etc etc) When we arrive to an enterprise products the whole thing is more complex: you may have more than one voice involved, praising or criticizing the purchase and probably more people scrutinizing it. Is inevitable that the appeal to emotion will be more complex. You need to appeal to the emotion of the parts involved to get them to reinforce the decision maker in the feeling that XXXX brand is a "smart choice". Clearly Cindy Crawford is not enough but it doesn't mean that there is not an emotional side. The emotional component in this case Is just more 'disguised' as rational... I can continue writing forever on the subject because it is full of intricacies, but I hope these examples can illustrate more or less how I believe the approach is when it comes to branding and advertising different products.Anonymousnoreply@blogger.com