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Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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emotional brands

May 25, 2008

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080524emotion

My friend Eric likes to say that there are no low-interest categories, only low-interest brands (which is why he looked to household cleaning when he decided to start method). 

On every brand team I’ve joined, we’ve spent some time "climbing the benefit ladder" from product benefits to emotional benefits, trying to mine some emotional insight that will cause consumers to give our brand their undying loyalty. 

I’ve always enjoyed these sessions, but also find them really funny.  It’s just so rare in the business workplace to talk about emotional issues at all.  There’s something ridiculous about sitting around a corporate conference table talking about the guilt experienced by a time-stressed mother of three.  And why this guilt can only be sated by our brand of frozen broccoli-with-cheese-sauce.

I’ve been thinking about emotional brands lately, and it inspired this cartoon. 

It also reminded me a bit of this cartoon I drew a while back on brand loyalty.

050516loyal

Filed Under: brand positioning

  • Paid licensing options include high resolution download.
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  • Newsletter or Website $125 Add to Cart
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Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

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