What is your brand's EMOTIONAL HOOK?

The best stories are the ones that don’t shy away from difficult issues.?

?The hard work of building a successful brand rarely fits into a neat and tidy package. Statistics, facts, or figures don’t usually move people. They don’t care about your balance sheet. They’re looking for?connections to their own lives—how can you help them improve it??

?As a brand manager, you need to?craft stories that tie your value proposition to the emotions, ideas and values that your customers hold dear in their lives.

Most memorable and loved brands tell an engaging and a relatable story. The ability to articulate this in a meaningful and memorable fashion can have a profound impact on its long term success in the market place.

?Watch this brilliant Samrat Aata Brand Story?here

?It shows how differences disappear when you break bread together.

A HBR research on Emotional Connect compares the ‘value of making strong emotional connections’ with that of ‘scoring well on standard customer metrics’ such as satisfaction and brand differentiation.

Customers become more valuable at each step of a predictable “emotional connection pathway”?as they transition from?

(1) being unconnected to?

(2) being highly satisfied to?

(3) perceiving brand differentiation to (4) being fully connected.

The best brand storytelling does not just increase a brand’s favourability, it makes it harder to forget, and this is because it connects at an emotional level than just at transactional one.

A brand can be successful in long run if it creates and sustains a strong and a unique emotional hook consistently in its brand communications. I am reminded of the following brands:

• Brand: Nike; Emotional hook: Inspiration
• Brand: Red Bull; Emotional hook: Thrill
• Brand: Coca Cola; Emotional hook: Joy
• Brand: Royal Enfield; Emotional hook: Freedom
• Brand: Mentos; Emotional hook: Humour

So, what's your brand emotional hook?