Observation #3

 

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What I've noticed

Brands are no longer just selling products but increasingly trying to create strong emotional connections to reach their target audience.

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Why it is important

In today's digital advertising landscape, emotional bond has become a key form of brand differentiation as it has a long-lasting effect on customers, by touching their most sensible areas of psychology.

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Example

Patagonia has built a solid emotional bond with its audience by showcasing strong values that resonate with consumers in the age of environmental awareness and demonstrated authenticity.

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Its digital campaigns reflect Patagonia's focus on environment and enable customers to immediately get a sense of the company's values through emotions like responsability, purpose and even guilt ("Don't Buy This Jacket" campaign)

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