The Power of Sensory Experience

           Emotional branding is an entirely new concept to me. Last week’s lecture was very informative for it opened my eyes and gave me the ability to criticize various advertisements and see what approaches advertising companies use in order to woo the consumer. Emotional branding, the belief that brands offer more than just items but emotionally attract its consumers and appeal to one’s senses, is an innovative element in the world of advertising today. The fact that the way a person feels about a particular object is more important than the appearance or even function of the object itself reveals the dependence society has investing in products. As discussed in lecture, brands are meaning systems now, and this truth is crucial in understanding the relevance of emotional branding in today’s advertisements.

            Emotional branding makes consumers irrational people by being easily persuaded by companies in their attempts to increase sales. Peoples’ love for designer clothes, technological devices, hair products and even beverages reveals the problems (or advantages) with capitalist societies. Reducing people to consumers is unlawful and an embarrassment to what it means to be human. Identifying oneself as an owner of a 6.1 L, Hemi V8 Chrysler SRT or a Samsung 60” LED HDTV gives the perception that our only purpose in life is to consume. So, as James B. Twitchell states, “You are either with the brand or against it” (53). The interesting fact of the matter is that either consciously or subconsciously, products give us our identities. Similarities between others in terms of the products we share can spark a conversation and even a friendship.

            The way in which brands make us feel is a rather odd and fascinating thing. As discussed in lecture, brands make us feel good. An example of the reasoning behind this are colours that products possess. As highlighted by Marc Gobe in the video attached below, the colour red, in the case of Coca-Cola, is the colour of power; thus those who consume Coca-Cola can feel powerful and confident. He also gives the example of the colour yellow which represents the sun, symbolizing energy and therefore making the consumer energized and happy. The modification of the colours of objects can completely change the perception of the brand, as discussed by Gobe. An intriguing statement Gobe claims near the end of the video is, “Corporations don’t own brands, people own brands.” This assertion by Marc Gobe highlights the overall theme of the importance of brands in one’s life and its contribution to their identity.

Please check the link below which is a video of Emotional Branding by Marc Gobe:

http://www.youtube.com/watch?v=CfIj5-AotKU

Also, here is the link to his website:

http://emotionalbranding.com/