|
▼
01 情感工程
新的品牌情感指標正在形成。
根據VML智庫的 2023 年的《魔幻再起時代》研究，全球有三分之二的人表示，希望品牌幫助他們感受到強烈的情感。該報告透過提供重塑魅力來激發想像力，頌揚激動人心、振奮人心和令人敬畏的事物。當人們感到精疲力盡、與世隔絕和厭倦時，77%的人表示他們「只是想感受情感，感覺生命的活力」。 品牌可以探索各種情感，這樣做也有許多益處。
心理學研究指出，樂趣和快樂對我們的身心健康起著至關重要的作用，同時也是社交的潤滑劑。 感到敬畏也是有利於社會的，也能幫助我們停止胡思亂想、往未來思考，並感受到倍感的親切感。驚喜可以幫助我們建立聯繫，並重塑自我認知。即使是困難的情緒也有其存在的意義，幫助我們應對挑戰並增強韌性。
VML智庫的數據顯示，精心打造具有情感回報的體驗會帶來雙贏的局面：消費者更有可能在以下方面進行消費：一個讓他們感受到快樂到驚喜、靈感等等的品牌。
美國蘭姆酒品牌The Kraken正在向其陰暗面靠攏。 2023年萬聖節期間，它與“休閒恐懼實驗室”共同的選定了部分的英國酒吧舉辦了“第七屆尖叫節: 震撼交流”的活動。 並要求飲酒者佩戴心率監測器，以此檢測身臨其境時的恐怖體驗：心率越低，雞尾酒就越便宜。
Daybreaker 是一個專門舉辦振奮人心的集體晨舞派對的全球健康品牌，同時也是「情感工程」的先驅。 創始人兼首席執行官 Radha Agrawal 告訴VML智庫，“Daybreaker 的主要關鍵績效指標之一就是喜極而泣。”
值得關注的原因：
是時候讓品牌突破理性的思維模式，探索感性的顛覆力量了。未來，一個品牌的表現可能會讓人產生肅然起敬、喜極而泣、激動不已、瞠目結舌的感覺。消費者將投資那些使其重新散發魅力並為他們的生活增添情感價值的品牌。
01 Emotioneering
New emotional metrics are in the making for brands.
Two-thirds of people globally say they want brands to help them feel intense emotions, according to VML Intelligence’s “The Age of Reenchantment” 2023 study. The report unpacks an opportunity to stoke imaginations by offering re-enchantment, which celebrates the thrilling, the uplifting, and the awe-inspiring. At a time when people feel burned out, disconnected, and jaded, 77% say they “just want to feel something, to feel alive.” There is a spectrum of emotion for brands to explore, and a slew of benefits to doing so.
Psychology tells us fun and joy play a vital role in our physical and mental wellbeing as well as acting as a social lubricant. Feeling awe too is prosocial, and also helps us stop ruminating, look outward, and feel more connected. Surprise can help us connect, as well as reshape selfperceptions. Even difficult emotions have their place, helping us to process challenges and build resilience.
VML Intelligence’s data shows that crafting experiences with emotional payback brings mutual reward: consumers are more likely to spend on a brand that makes them feel, from joy to surprise, inspiration, and more.
US rum brand The Kraken is leaning in to its dark side. For Halloween 2023 it mounted Screamfest VII: Shock Exchange in selected UK bars. Developed in partnership with the Recreational Fear Lab, it challenged drinkers to try an immersive horror experience wearing a heart-rate monitor: the lower their bpm, the cheaper the cocktail.
Daybreaker, a global wellness brand that hosts uplifting communal morning dance parties, is a pioneer of “emotioneering.” Founder and CEO Radha Agrawal tells VML Intelligence that “one of our major key performance indicators at Daybreaker is tears of joy.”
Why it’s interesting
It’s time for brands to disrupt the rational and explore the disruptive power of emotion. In the future, a brand’s performance might measure sighs of tranquility, tears of joy, goosebumps, or jaw drops. Consumers will invest in the brands that add emotional value to their lives in the form of re-enchantment.
|