By James Hammond
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Extra resources for Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise)
All three are important, and all three work together to give you a powerful product or service offering. Adaptive or supportive emotions – you decide It’s all well and good to theorise about the need to develop emotional beneﬁts for a product or service, but how can this be achieved in practice? To answer this, let’s begin by deﬁning the two kinds of emotional beneﬁt that can be created for any product or service, including a non-proﬁt. 4 Features and beneﬁts hierarchy The ﬁrst is what I call an adaptive approach.
I don’t believe so. It’s really just a question of what’s appropriate. Sometimes, when the features and rational beneﬁts are very strong, the emotional beneﬁt is easy to create. At other times, features and beneﬁts don’t immediately produce an emotional state, so one has to be created. The important point is that all three elements are utilised. OK, now it’s your turn. See how well you can create your own emotional beneﬁt. I’ve provided another example of adaptive and supportive approaches to help you get to grips with what we’re trying to achieve.
A brand cannot be used to defend confusion, fragmentation or unnecessary overlap in a not-for-proﬁt sector. THIS PAGE INTENTIONALLY LEFT BLANK 26 2 Understanding emotion People don’t ask for facts in making up their minds. They would rather have one good, soul-satisfying emotion than a dozen facts. Robert Keith Leavitt THIS PAGE INTENTIONALLY LEFT BLANK 28 2 Branding the heart as well as the head If you’re not a fan of psychology, then you may struggle with this chapter. But hang in there, because this is the most important topic in the book.