Branding: all you need is love

With so many brands in the market, consumers choose brands that make them feel good. Developing a personal connection between a brand and a consumer requires understanding of the consumer’s culture and creating a unique brand image. Like any relationship, the relationship between a consumer and a brand takes time and trust, but when developed properly, it proves to be worthwhile.

Emotional appeal comes in many forms. Our Brand Rant explains how Russell Stover plans to use sex appeal to change their brand image from grandma to gourmet chocolate. Southwest Airlines takes the Brand Spotlight with their innovative “Ding!” by creating one-on-one communication between consumers and their brand through the click of a mouse. Transforming planned purchases to impulse buys; Southwest ‘s “Ding!” has created over 2 million subscribers. Matt Krumm, Marketing Director for Kleenex and Barnett Helzberg, Jr., third generation president of Kansas City-based Helzberg Diamonds join the show to explain how emotion sells everything from Kleenexes with their “Let it Out” campaign to Diamonds with “I am Loved” campaign that Barnett developed himself.