Why Do Brands Try to Establish Emotional Bonds with Us?

In fact, brands play on our emotions by connecting with us. strategy. And this strategy is at the heart of relational capitalism.

relational capitalism The concept we call actually reflects an understanding that economic relations and ways of doing business are based on social ties and long-term relationships. In this way, the relational approach, which goes beyond establishing a purely money-based relationship, aims to establish an emotional relationship with us, as opposed to a commercial relationship.

Even though we say it is contrary to commercial relations, the issue is still about money. It’s just a longer term strategy!

Brands, consumers’ behavior and to manipulate their perceptions We are all familiar with the fact that he uses various strategies.

Relationship building strategy is actually a kind of perception management we can say.

Here, brands actually strengthen their commercial relations by focusing on influencing consumers more deeply and establishing deep bonds with them. to establish on an unshakable foundation they are working.

Simply put, the purpose to loyal customers have.

So how exactly do they do this emotional bonding thing?

Such as advertisements, campaigns and social responsibility activities various marketing tools They are trying to trigger sincere emotions in us by using it.

Therefore appealing to our emotions, They aim to establish deep and meaningful connections with us.

For example, Coca-Cola’s family and togetherness-themed advertisements actually represent the brand as a family tradition. our association with intimate times is for.

Additionally, Coca-Cola is during Ramadan and Eid periods He determines the meaning of these important days, especially in Turkish culture, and carries out special studies for these periods.

The aim here is to both represent the brand and what these special days represent. relate to emotions both to consumers “We are thinking of you.” to draw its image.

They try to make us feel important through themes of empathy and understanding.

As we mentioned in the Coca-Cola example, brands that they think about us and understand us It aims to gain our sympathy by trying to show

For example, in difficult times Uplifting and supportive messages Campaigns that include content are intended to reveal the human side of the brand and make consumers feel that they are cared for by a brand.

This recent study by McDonald’s is an example of a relationship-building study that focuses on empathy.

In a special study for mental health awareness week, McDonald’s removed the smiley face on children’s menus called “Happy Meal”. “It’s okay not to be happy all the time.” Wrote.

Very thoughtfully made With this work, it was appreciated by both consumers and professionals.

This study, which clearly shows that with this simple but effective move, it can both empathize and want to go beyond establishing a commercial relationship with us, is probably the part of relationship marketing. One of the most current and best examples.

As a result, brands appeal to our emotions and extend the bond they establish with us beyond trade. into an emotional relationship It aims to return.

With this approach that goes beyond increasing sales, a long term relationship They are trying to guarantee both our loyalty and their own commercial success in the long term.

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