Published June 01, 2010 by Steve Donovan
If you've never believed Emotional Branding is part of your company or your client's landscape, you're wrong. If there's an opinion of your service, product, business, etc. then there's an emotional awareness that can be labeled as Emotional Branding. What is the customer's perception? Like a piece of artwork, you view it and walk away with an interpretation. When I look at Bruce Charlesworth's new video installation at Madison's Museum of Contemporary Art, I can stare at it forever and help myself understand what I'm viewing. I'm looking at this thing and I can interpret so many things from it. I guess that's what art is. Taking a message and interpreting it to your liking.
So what will your video convey? What will the viewing walk away saying? Do you let the viewer interpret or will you feed them the message. When you struggle to connect dots, turn to creative, storytelling techniques that allow interpretation. Many Americans are sorting out what the FIFA World Cup will play in our culture. How we celebrate it (or not) or root for the U.S. team (or not) is to be determined. It seems to be on a precipice of being entirely welcomed to our sports culture but, until it is, advertisers are struggling to pigeonhole what this game is. Who is watching it and how are we watching it? Sometimes it's difficult to connect the dots from your brand into an event or special that, you feel, can work well. Leave the interpretation up to the audience. Home Depot cut a spot for the FIFA World Cup that bring them together in a way that leaves the audience to infer everything. And it works beautifully. Some say that audience doesn't know what it wants. I agree but they will sometimes look for what it likes if you leave it to their judgement.