Emotions in Marketing at Strategic Level

Introduction: Post #1

This is the first entry into this site. I hope it stimulates you to respond with your own thoughts.

I'm an independent marketing consultant and have been for over 30 years, 15+ in the advertising agency field marketing and planning field and 15+ as a marketing consultant working with many of top brands in the U.S. and in Canada. I have worked as a specialist with other consulting companies, running projects for them or working on a virtual consulting team of multiple disciplines. My specialty is brands and how brands drive products. And, following from that, how brand strategies drive companies--into the right spaces in order for them to be successful.

I've worked for Fortune 100 and 500 companies during all of my career, but particularly during these last 15 years, working as a principal consultant and project driver or supporter for major consulting projects. I've also worked with new and smaller businesses. My approach has always been to help the smaller company put to work some of the tools that have developed into fundamental "best practice" requirements among top brand organizations.

What's new today is the formation of a new company--Emotives Marketing, to focus on emotions in marketing, and the fact that there is very little such use today, at the strategic level. And, surprisingly, very little is utilized on the web. While there are frequently emotional advertising executions, that's a far cry from having a specificed role for specific emotions--at the strategic level, where it makes so much possible. We find that in many cases, the use of emotion in advertising was a creative choice--as opposed to being the result of an emotion appraisal process.

All this represents a shift in my focus from large CPG companies and B2B companies, to web entrepreneurs. My goal is to help them build strong brands, stronger customer relationships and stronger new products and services. All this results in sold, often impenetrable differentiation. This is the result of having emotions being leveraged, because emotions encourage decision-making, and in fact, often make it possible, while a rational focus complicates and restricts decision-making.

Emotives Marketing was formed to share the power of a new Model of 29 Core-Emotion Families to help accomplish this goal. We've worked the last 4 years to develop this model, working with the foremost researcher, professor and author in the affective science. We have worked with him directly in the development of the model, building on his experience, his research results, his knowledge and his best thinking on what these "core" emotion families should be. His name is Dr. Paul Ekman, and he is Professor Emeritus at the University of California at San Francisco Medical School, He has written many books and papers and been quoted worldwide and widely, throughout his career.

This is one of the very first applications of his work in the marketing field.

There will be a brief CV of myself in the profile section. While our site is being constructed, please leave your notes here.

Well, that's a beginning. I hope it stimulates your thoughts, with agreements, disagreements, questions, issues and so on. I'll do my best to direct traffic and share my own thoughts particularly to get the full story out, but also to allow commentary.

ASK

Comments

[Bryan]

That sounds very exciting. I'd like to discuss this further with you. Please contact me at bryan@bagettes.com

2:36 PM

[Dave Taylor]

Dave Taylor said...
Darn interesting stuff, Art. I can see it now...

"Honey, are you having those strategic emotional reactions again?" :-)

5:02 PM

[Bill Mackle]

"Funny, isn't it? It takes a whole new technology to remind us
marketers that it's about emotions, not rational reasons why or
structured, logical support.

Your new approach seems good for creatives as well as the suits--so
for an ex-creative director and new product consultant, I know that
could really be a winner.

I'll read this from time to time.

WPM"

[ellaela-li]

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