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Emotion in Advertising is More Important Than Ever: Brand Lessons in Uncertain Times

Consumer behavior is driven by emotion. So, creating emotional connection over time drives 'share of heart,' which also drives share of wallet.

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The best brands—those that consumers turn to first in good times and bad—focus on connecting more deeply with customers than the competition does. That is, they tap into the power of human emotions. They consciously use emotion in their advertising to reinforce their brand positioning and strategy while addressing their customers’ fundamental human needs.

Despite a lot of misconceptions about the science of emotion, this isn’t some esoteric concept. In fact, brand-building through emotion is a process we can actively measure and influence. It starts with building the right emotional moments, connecting with basic human needs like belonging and security, and building deeper connections over a sustained period of time.