Leveraging your Brand's Emotional DNA for compelling marketing campaigns.

The transformation in Unilever's approach to product development for Cornetto was sparked by a deep dive into understanding the Brand's Emotional DNA.

Despite facing competition from both global and local ice cream brands, Cornetto maintained its leading position in the market.

What set Cornetto apart wasn't just its product features, such as the quality of ice cream or toppings, but rather the emotional experience it offered consumers.

Through extensive research across Europe and Asia, it became evident that consumers were willing to pay more for Cornetto despite cheaper alternatives with seemingly better quality or more luxurious offerings.

The key differentiator was the emotional journey that Cornetto provided consumers during consumption.

This emotional journey comprised specific stages that evoked different emotional responses from consumers.

The sequence and intensity of these stages created a unique overall experience, the brand’s Emotional DNA, ?distinguishing Cornetto from its competitors. Unlike competitors, Cornetto's consumption experience was more cohesive, with smoother transitions between stages.

Moreover, Cornetto's unique Emotional DNA not only resonated with individual consumers but also fostered a sense of togetherness when shared among groups or couples, further enhancing its appeal and market position.

Armed with this profound psychological understanding of Cornetto's consumption experience, Unilever was able to refine its communication strategy.

?Instead of solely focusing on romantic themes, the team recognized that Cornetto was more about familial love. This shift in messaging allowed for a more authentic and resonant connection with consumers.

Additionally, this insight guided the product development team to concentrate on enhancing Cornetto's unique consumption journey, creating a synergy between the functional and emotional experiences, rather than getting caught up in trying to match competitors' features.

Overall, by understanding and leveraging Cornetto’s Emotional DNA, Unilever was not only able to maintain its competitive edge but also strengthen its brand identity and connection with consumers.

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Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands

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