In this session...
Isobar Marketing Intelligence understands how dynamic emotional connections drive brand affinity. This presidential election provided us with an opportunity to turn our brand affinity analytics onto the fascinating issues surrounding the appeal of Donald Trump and the corresponding feelings about Hillary Clinton. We used our proprietary emotion science tool, MindSight® to uncover the subconscious motivations that drive Americans to like or dislike Trump and Clinton.
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We also explore the connection between emotionally liking and the decision to cast a vote. Our insights into these political brands also offer lessons about how people relate emotionally to the brands they use every day.
Lessons learned:
· How emotional science research can help marketers understand customers better
· How liking is related to but not equivalent to the decision to buy
· How some brands create the emotional energy necessary to gain a cult following
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