How do you take your customer base from simple buyers to rabid fans? You invite them to join the tribe. Some of the most successful brands in the world are turning to ethical superiority to turn their brand into a mission handed down from on high.
In this three-minute emotional marketing lesson video, emotional branding researcher Graeme Newell shows how a little contempt can make your brand downright irresistible.
When it comes to staples, it doesn’t get much more generic than groceries. How are copywriters supposed to be able to make TV advertising for something that every other competitor has? You take a page from the book of Whole Foods marketing and turn your brand into a cult.
What is Emotional Marketing?
When you’re trying to sell ubiquitous products like groceries, you have to do something to differentiate yourself from the competition. The best way to do this is through emotional marketing and emotional branding. Emotional marketing is taking something as simple as going to the store and shopping for eggs, and turning it into an amazing customer experience that will push sales and increase profits. When looking for promo video ideas, these emotional marketing and emotional branding techniques will turn your brand into something that transcends product boundaries and becomes more than just a product.
How Whole Foods Marketing Uses Emotional Branding
Whole Foods marketing uses emotional branding to solidify its brand image as the ethical brand and to make great sales copy. Whole Foods marketing has managed to make its emotional branding techniques supercharge its brand. By using emotional marketing, Whole Foods marketing turns regular customers into raving fans by connecting with them on a level that is deeper than just “I want to buy eggs.” Whole Foods marketing plays to a higher level of ethics using ethics branding to rally the troops of ethical shopping around their banner.
Ethics Branding Has Made Whole Foods Marketing a Success
Ethics branding is the cornerstone of Whole Foods marketing successes of late. They have taken their brand and supercharged it with ethics branding using emotional marketing and emotional branding. By pushing their brand as the ethical brand, they have aligned themselves with the thousands of customers who view themselves as responsible customers and ethical members of the planet. Ethics branding involves a specific type of emotional marketing that aligns the brand with an ethical higher ground. By making it clear that their brand is the ethical one, Whole Foods marketing has nearly perfected the art of ethics marketing.
Ethics Branding has Become Tribal Marketing
Whole Foods marketing has taken its approach of ethics branding and turned into their very own form of tribal marketing. The people who subscribe to Whole Foods’ unique world view have effectively become part of the tribe of Whole Foods. Tribal marketing is a form of emotional marketing that invites customers to join the tribe and become a part of something that is more than just the product itself. Tribal marketing is a powerful way to make your customers into more than just customers – tribal marketing turns your customers into cultists.
So let’s review what we went over:
- Emotional marketing is the best way to sell ubiquitous products in a crowded market. Using emotional marketing and emotional branding is the only way you will be able to be heard over the cacophony of other brands.
- Whole Foods marketing uses ethics branding to turn its brand into the powerhouse that it is. Whole Foods marketing knows that its customers want to feel like they are saving the world when they shop, so Whole Foods gives them just that experience.
- Whole Foods marketing uses tribal marketing to transform the experience of shopping at Whole Foods into a crusade for what the customers truly want to feel about themselves. By aligning themselves with a cause and then inviting the customers to join the crusade, Whole Foods marketing has created a tribe that its customers desperately want to be a part of, and are very proud to be in.