Lovemarks Campus

The reason that the process of understanding consumers requires more than segmentation research is that people hold a myriad of emotions and have deep subconscious connections to brands. These feelings may not be apparent to them immediately, as when filling out a survey or when interviewed, but often it demonstrates itself in action – in their daily lives.

“‘The Marketing Power of Emotion’ provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow.”

At a presentation to Saatchi & Saatchi clients and employees in Madrid, Spain, Kevin Roberts discusses the radical shift that marketing is currently undergoing. According to Kevin, the old mass marketing rules no longer apply. Power has shifted from brands to retailers to consumers. This power shift has implications for all aspects of brand decision-making.

A report on the premise and research methodology undertaken by Saatchi & Saatchi and QiQ International Limited on how to quantify the emotional power of brands. An estimated 800 surveys were conducted across four product categories to measure how a brand’s position on the Love/Respect Axis affects frequency of use and buying intention.