Connect and Stay Connected with Today’s Consumer

By January 11, 2021 March 22nd, 2021 News / Next

Let’s Get Real

Today’s consumers want something different. Something transformational, not transactional. They want to feel an emotional connection with the brands they choose to champion. They want to be moved.

As a result, brands are turning away from seeming too big, corporate, and foreboding. They’re trying to be more personable, reflecting their true values and roots. They’re trying to be a whole lot more, well, human. Because we all crave human contact and emotional bonds. We need them to survive and thrive in our always-on lifestyles. Problem is, we’re living in a more disjointed, less human world. Sure, technology connects us like never before. But these digital social networks are no substitute for the real thing. We hunger for something more gratifying. Something real.

But what exactly does that mean? And how does it help drive consumer behaviour and choice? Are we talking about creating softer colour palettes, lowercase logos, and more conversational messaging?

For us it goes much deeper than that. We believe that the beating heart of most human brands lies in the totality of their experience. Crack that code and you’ll have a customer for life.

Here’s a peek at what we think are the 10 most powerful emotions for creating human brands*:

  1. Individualization – Helping people feel like they matter, and their needs are prioritized
  2. Meaning – Helping people feel fulfilled by finding meaning in their lives
  3. Stress-free – Helping people to reduce the feelings of anxiety and complexity
  4. Security – Helping people feel safe and protected from external factors
  5. Certainty – Helping people feel confident about their future
  6. Freedom – Helping people feel empowered to act independently
  7. Excitement – Helping people feel stimulated and energized through experiences
  8. Belonging – Helping people feel connected to others they identify with and aspire to
  9. Growth – Helping people feel like they are successful and able to be their best selves
  10. Security – Helping people feel safe and protected from external factors

Brands that satisfy these emotional desires will rise above the rest. Building them requires the right balance of art and science, pragmatism, and inspiration. And an unbending commitment to making the world a better place for us all.

At MOUSE, we have 18-years of experience connecting brands with consumers in meaningful ways through integrated marketing campaigns, digital content, and experiential marketing. We have helped develop and grow brands for various industries including; Johnson & Johnson, Mark Anthony Group, RE/MAX, Hudson’s Bay, Shoppers Drug Mart, Cronos Group, FGF Brands,  Molson-Coors, and Pepsi to name a few.  Feel free to reach out and tell us about your marketing challenge.

Interested in learning more? We’re here to help.

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