‘Emotions play vital role in creating brands’

The World Brand Congress, which concluded on Wednesday, saw executives from the world’s biggest brands and most influential marketing organisations address critical business challenges.

The World Brand Congress, which concluded on Wednesday, saw executives from the world’s biggest brands and most influential marketing organisations address critical business challenges.

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The Hindustan Times is the presenting sponsor for the event.

On the final day Crispin Reed, managing director, Brand House, talked about how emotions play a vital role in the creation of a brand.

He spoke about how brands can achieve an emotional competitive advantage. Reed and Brandhouse are at the forefront in the study of emotion and marketing.

Through their research, they have determined the precise nature of the emotional competitive advantage.

Crispin cited a few examples from the sporting world to demonstrate how emotions can be more powerful than our rational thought.

Emotions have major implications for marketers as they build strategies on what consumers tell them,” said Reed..

The three-day event also saw the presence of Martin Lindstrom who on day one spoke about how consumers will own the brand in future. Lindstrom shared many brand theories and popular campaigns that changed a brand’s image.

Other speakers included Ashok Venkataramani, CEO, Media Content and Communications Services; R BalaKrishnan, chairman and NCD, Leo Burnett; Arun Tadanki, managing director, Yahoo! India.