We are emotional beings. For good or for bad, everyone has an emotional core. In marketing, it is our job to tap into each person’s emotional core to drive the desired result. Similar to multi-sensory marketing, emotional marketing aims to tap into that emotional core on multiple levels. The more emotions elicited in one marketing campaign, the higher the enlightened rating and the more successful the campaign. Invoking emotions that are in line with the product and the message are as important as the smell of new leather in a luxury car combined with the piped in sound of the engine and the sleek feel of the control knobs. Tugging at multiple emotions simultaneously creates an undeniable emotional attraction to product, brand and message.

Consider the shopping experience in an Apple store. It is a sensory and emotional wonderland. You are greeted with a hand shake – touch; a pat on the back – touch and security; referred to by name – trust and confidence; encouraged to touch the products amidst the perfect bright white lighting – touch and sight; clean sleek tables and glass lines – touch, sight and smell. As your genius walks you through the new features – anticipation, surprise and joy. In one shop you have been inundated with 4 of 5 senses, and attained 6 core emotional elements. Is there any wonder Apple has been so successful?

Tapping into emotions and senses create a bond with your brand and your message. That emotional branding becomes brand love, brand loyalty and brand advocacy. Love, loyalty and advocacy translates into free advertising. And free advertising is money.