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Unlocking the power of emotion
A presentation by Elmwood
THE DYNAMICS OF BRAND ATTRACTION
Overall wins to date
2
3
4
5
6
7
8
9
10
Pearlfisher
The Team
Lewis Moberly
Coley Porter Bell
BrandOpus
Design Bridge
Interbrand
JKR
Tayburn
28
20
18
17
16
15
14
13
13
ELMWOOD1 53
THE WORLD’S MOST EFFECTIVE
BRAND DESIGN CONSULTANCY
PRINCIPLESAPPLYTOANYSECTOR
•Corporate
•Retail
•Consumer
We could ensure
brands could reach
consumers at a
deeper emotional
level, so they love
them more
than others?
WHATIF...
Business Consumer
B i C
Vs
Logical & Rational
Driven by reason
Instinctive & Emotional
Driven by the senses
THECONFLICTTOEMBRACE!
SIMPLEDESIGNISMOREEFFECTIVE
tl;dr
too long; didn’t read
HOWDOESTHISAFFECTMARKETINGACTIVITY?
Marketing is Stimulus
Approach/avoidance
Interest levels
Length of stay
Amount spent
Like or dislike?
Emotions & Feelings Response Behaviours
Sight
Touch
Sound
Smell
Taste
CONSUMERSSHOPBYCOLOURANDSHAPE
• Stops - unconsciously stands out and disrupts
• Engages - different, intriguing, calls to you
• Attracts - appeals sensorially, aesthetically & emotionally
• Reassures - makes sense rationally and emotionally
SUCCESSFULBRANDCOMMUNICATION…
Biological and emotional responses to visual and other stimuli
that can be used to trigger reactions and action
BIOMOTIVETRIGGERS...
...are subconscious,
generating emotion
and actions without
using the conscious
side of our brains,
located in the cortex...
...these triggers cut
through and create
instinctive reactions
before the cortex
can respond.
CUSPS
Grab attention
CURVES
Convey softness
Encourage interaction
Fight?
Feed?
Fear?
Fancy?
EYESTRIGGERARESPONSE
ANDREXBuilding big love and
creating iconic assets
• Stand out
• Emotionally engage
• Justify price premium
OURBRIEF
Volume
growth
+13.0%
Volume
growth
+17%
ANICONICBRANDLEADER...
Andrex grew share
of the category by... 5%
In the year of brand refresh,
revenue was an all time record
for Andrex.
PROFIT&GROWTH
PROFIT&GROWTH
improvement in brand
bonding
+32%400,000+
WECANDECODEWHATMAKESEFFECTIVEDESIGN…
The End
For your daily nugget of inspiration www.elmwood.com/poke
simon.preece@elmwood.com
Director of Effectiveness Stuff

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