{"id":2735,"date":"2013-05-02T09:30:00","date_gmt":"2013-05-02T04:00:00","guid":{"rendered":"http:\/\/windchimes.co.in\/blog\/?p=2735"},"modified":"2013-05-02T12:43:29","modified_gmt":"2013-05-02T07:13:29","slug":"brand-content-tone-how-social-it-gets","status":"publish","type":"post","link":"https:\/\/windchimes.co.in\/blog\/2013\/05\/brand-content-tone-how-social-it-gets\/","title":{"rendered":"Brand Content & Tone: How Social It Gets!"},"content":{"rendered":"

\"Well-Known<\/a> What is spoken about here is the \u2018hard to define\u2019 nature of emotional connection of brands. How brand managers can think of ways to strengthen the connection between their brand and the target market. Also a light is thrown upon what some of the reputed brands have done with the emotion of content & tone. Moving further the statistics in this context bring in some awareness to this element too.<\/p>\n

Behavioral psychologists have long argued that only 30% of human decisions and behaviors are actually driven by rational considerations. This means that more than 70% of consumer loyalty and spending decisions are based on emotional factors. And it\u2019s these emotional experiences that create connected, passionate, engaged customers.<\/p>\n

Therefore, Emotional Connection = Engagement.<\/p>\n

Engagement is based on emotional attachment between the customer & brand that develops and endures over time. The more frequently and consistently a brand can connect with a customer on an emotional level, the stronger and deeper the customer becomes engaged with the brand. One of the key factors for forging a meaningful, emotional relationship with customers is the brand\u2018s ability to integrate into their lifestyles. Brand becomes relevant in the customer\u2019s life when this is achieved. Foundation of the brand-customer relationship becomes one built on loyalty, relevance & dependability.<\/p>\n

Every ad generates an emotional response. Emotional responses constructed through a strong content are hard-wired into our brains and essential to our survival. Familiar & pleasurable ads generate more attention and attract us, while painful or threatening ones repel us. Emotional connection is a powerful way to link the heart of your target market with the soul of your brand. <\/p>\n

\"social-media_brand_voice\"<\/a> <\/p>\n

Image Courtesy: http:\/\/www.socialmediaexplorer.com\/social-media-marketing\/finding-your-brand-voice\/<\/a><\/p>\n

We, as activators of our clients\u2019 brands should:<\/b><\/p>\n

Strategically let them think over two questions:<\/i><\/p>\n

(a) Which emotion can they own? <\/p>\n

(b) How much emotional intensity does their category and brand merit? <\/p>\n

Both answers are defined and limited by the target market. <\/p>\n

But within those limits, you can tailor almost every business decision you make to maximize the appropriate emotional connection.<\/p>\n

We respond emotionally to everything!<\/b><\/p>\n

Emotion in Advertising is Pervasive, Yet Misunderstood. Advertisers talk about importance of generating an emotional response from people. However, they rarely stop to specify exactly what characterizes such a response or why they believe it is important.<\/p>\n

The subject of emotion in advertising tends to bring certain types of commercials to mind!<\/i> Does any commercial come to your mind?<\/i><\/b><\/p>\n

Lately, you all must have come across popular brands and the ads where emotion in the content was given a great importance.<\/p>\n

Coca Cola- Haan Haan Main Crazy Hun<\/u><\/b><\/p>\n

\"c1\"<\/a> <\/p>\n

Click here to watch the complete ad<\/a><\/p>\n

Coca Cola<\/b><\/p>\n

\u2022 The theme of the ad is "Open happiness", which is a very good concept and surely a need of the time.<\/p>\n

\u2022 It can change the mood of a person and help him\/her relax, have a laugh & forget tensions for the moment. <\/p>\n

\u2022 Ad comes as a beautiful surprise and might even inspire someone to do some crazy but useful act.<\/p>\n

\u2022 The acts designed are from our day to day life. <\/p>\n

\u2022 The tone is that of today\u2019s people, they keep talking about dude this is crazy\u2026.dude she is crazy, so coca cola took that insight & made the copy.<\/p>\n

\u2022 The positive associations also work to create a brand that is loved. <\/p>\n

Creativity\/Freshness<\/u><\/b>: <\/u><\/p>\n

\u2022 Unique in concept.<\/p>\n

\u2022 Focus on spreading love & happiness. <\/p>\n

\u2022 Fresh idea to share happiness even with strangers.<\/p>\n

Coca Cola always comes out with something unique in its concept; however their campaign always focuses on spreading love and happiness. This advertisement is also creative in its own natural way as every character in this TVC is trying to shower happiness\/ kindness through any means. So its kind of something fresh idea to share your happiness even with strangers.<\/p>\n

Emotional Connect: <\/u><\/b><\/p>\n

\u2022 Acts of kindness by feeding the dog, giving a bottle of coca cola build an emotional connect. <\/p>\n

\u2022 Emotional connect is high as it shows how one gets peace by helping others or by making them happy.<\/p>\n

It is at par in this TVC as one character is feeding stray dogs and other tries to make security guard happy by giving him a bottle of coca cola. Emotional connect is high as it is showing the height of peace you get when you make other person happy.<\/p>\n

Brand Association: <\/u><\/b><\/p>\n

Revolve around brand value & keep brand association intact.<\/p>\n

Coca Cola beverages always revolve around its so strongly created brand value. It has featured its beverages bottles with highlighting the name Coca cola and thus brand association is kept intact.<\/p>\n

Relevance<\/u><\/b>: <\/u><\/p>\n

\u2022 Relevance of this TVC lies in the fact that Coca cola always impart happiness through its campaign.<\/p>\n

\u2022 This ad also paved on the same path with a new motto of spreading happiness in your own crazy ways. <\/p>\n

Relevance of this TVC lies in the fact as Coca cola always try to impart happiness through its campaign, this advertisement is also paving on the same path with a new motto of spreading happiness in your own crazy ways. However, spreading happiness through a bottle of soft drink<\/b> doesn\u2019t make much sense to me still the picturization was so apt that it forces you to believe it.<\/p>\n

<\/b><\/p>\n

Segmentation<\/b>: This TVC has segmented people of all the categories still youth is the main center of attraction in it as there is nothing wrong if I say that youth are the main consumers of coca cola in India.<\/p>\n

<\/b><\/p>\n

Pepsi- Oh! Yes, Abhi<\/b><\/p>\n

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\"image\"<\/a> <\/p>\n

To check what Pepsi is doing on Twitter, click here<\/a><\/i><\/p>\n

Pepsi Facebook Page<\/a><\/p>\n

\"image\"<\/a> <\/p>\n

 <\/p>\n

\"image\"<\/a>     \"image\"<\/a> <\/p>\n

\"image\"<\/a> <\/p>\n

 <\/p>\n

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Click here for an amazing website view<\/a><\/p>\n

<\/b><\/p>\n

\"image\"<\/a> <\/p>\n

<\/b><\/p>\n

Pepsi\u2019s new campaign & positioning: \u2018Oh yes Abhi\u2019<\/b><\/p>\n

<\/b><\/p>\n

\u2022 Harping on the youth\u2019s impatience & the need to do everything \u2018right now\u2019, the campaign reinforced the concept of living in the moment. <\/p>\n

\u2022 Oh Yes Abhi! Translates into \u2013 live for the present as tomorrow is too late.<\/i><\/b><\/p>\n

\u2022 Young people, they want things quick. Fast. Now. Hence the copy, Oh yes abhi.<\/p>\n

\u2022 The campaign is a great combination of impatience of the cola & impatience of youth presented in a grand manner.<\/p>\n

\u2022 Digital media like facebook, twitter, websites have also been used to promote the campaign.<\/p>\n

Do you Recall these positioning of PEPSI?<\/b><\/p>\n

\u2018Nothing official about it\u2019 (1996)<\/p>\n

\u2018Yeh dil maange more!\u2019 (2006)<\/p>\n

\u2018Pepsi ye pyaas heh badi\u2019(2000)<\/p>\n

\u2018My Pepsi My Way\u2019(2009)<\/p>\n

\u2018Change the game\u2019 (2011)<\/p>\n

\u2018Oh Yes Abhi\u2019 (2013)<\/b><\/p>\n

<\/strong><\/p>\n

iPhone<\/b><\/p>\n

\"image\"<\/a> <\/p>\n

"If you don’t have an iPhone, well, you don’t have an iPhone\u201c<\/u><\/b><\/p>\n

<\/b><\/p>\n

<\/b><\/p>\n

\u2022 With this tone and content, the commercials then launch into a quick overview of key iPhone features.<\/p>\n

\u2022 With the voiceover explaining the stuff you\u2019re unable to do unless you\u2019re a proud iPhone owner.<\/p>\n

\u2022 People who carry apple product perceive themselves as above others.<\/p>\n

\u2022 Hence the copy, if don\u2019t have an iphone, well you don\u2019t have an iphone.<\/p>\n

\u2022 It is very important to understand the emotion of the copy. It should tie up with the brand personality audience and emotion.<\/p>\n

 <\/p>\n

Kit Kat- Dancing Babies<\/b><\/p>\n

\"image\"<\/a> <\/p>\n

Click here to view<\/a><\/p>\n

\u2022 Nestle\u2019s new campaign urges people to take a break from their busy & hectic lifestyles & get surprised by some delightful moments in life.<\/p>\n

\u2022 Their brand message, \u201cGood things happen when you take a break\u201d<\/b>, <\/b>the ad demonstrates that taking a few minutes to enjoy a Kit Kat can bring an unexpected & adorable delight to your day.<\/p>\n

\u2022 Known for its youthful appeal, Kit Kat brought in smiling, giggling, singing & dancing Babies.<\/p>\n

\u2022 They took babies as watching babies play puts a smile on anyone\u2019s face. Watching them doing something we haven\u2019t seen before is really great.<\/p>\n

\u2022 Shows how taking a Kit Kat Break helps you notice something good which you might have otherwise missed. <\/p>\n

<\/b><\/p>\n

Idea- Honey Bunny<\/b><\/p>\n

<\/b><\/p>\n

How can we forget this \u201cHoney Bunny\u201d? Click here<\/a> to view the ad<\/i><\/p>\n

\"image\"<\/a> <\/p>\n

\u2022 Idea Cellular\u2019s advertising has cut a wide arc, going from \u2018What an Idea, Sirji!\u2019 to \u201cYou\u2019re my pumpkin pumpkin, hello honey bunny\u201d. <\/p>\n

\u2022 This jingle is on everyone\u2019s lips, having become quite a rage across the country, just as the earlier campaign became a big success.<\/p>\n

\u2022 Idea\u2019s new ad campaign- \u2018Idea Rings All India\u2019 was launched after this teaser jingle.<\/p>\n

\u2022 \u201cMusic is something which is universal, something which blends with every culture. It\u2019s a hummable, likeable song, and that was exactly the thought behind creating the jingle.<\/p>\n

\u2022 It went viral and was popular across the nation, on all platforms too.<\/p>\n

<\/b><\/p>\n

<\/b><\/p>\n

ICICI Bank- Bande Achche Hain<\/a> <\/b><\/p>\n

\"image\"<\/a> <\/p>\n

\u2022 From concept to brand communication to creative execution, ICICI\u2019s new ad campaign is a hit.<\/p>\n

Campaign name: Bande achhe hain (They are good men)!<\/b><\/p>\n

\u2022 Various situations are shown displaying caring nature of a family man, primarily as a husband and a father, who keeps fulfilling his responsibilities towards his family without really making a big deal about it. <\/p>\n

\u2022 The tone of the TVC is that while men may be a little childish in their carelessness and forgetfulness, they’re a loving, responsible and caring still.<\/p>\n

\u2022  The catchphrase in the background score is \u201cPar bande achhe hain\u201d (But they are good men).<\/p>\n

\u2022 The ad ends with the voice-over: \u201cJo zimmedari nibhaate hain, jataate nahi. Unko suraksha dete hain hum. ICICI Prudential Life Insurance. Zimmedaari ka humsafar\u201d<\/p>\n

\u2022 In a nutshell,<\/p>\n

\u2022 The ad is relevant with a feel of family, their care etc. & hence accepted happily.<\/p>\n

\u2022 A unique representation of an insurance ad. <\/p>\n

\u2022 The song, the message, concept & the way real life situation and care is depicted is amazing.<\/p>\n

Overall:   The ad is Best in Class, Good Impressive and Appealing.<\/b><\/p>\n

<\/b><\/p>\n

<\/b><\/p>\n

7Up \u2013 I Feel Up<\/b><\/p>\n

\"image\"<\/a> <\/p>\n

View ad<\/a><\/p>\n

 <\/p>\n

\"image\"<\/a> <\/p>\n

View ad<\/a><\/p>\n

\u2022 They used rhythm & unexpected choreography to enliven the mood.<\/p>\n

\u2022 It is an extension of the \u2018I feel up\u2019 thought where quirky dance & music combination is shown.<\/p>\n

\u2022 A Kathakali artist dance.<\/p>\n

\u2022 Japanese woman in the station performing lavani .<\/p>\n

\u2022 Highlighted<\/b> the two most important equity properties as ‘dance’ <\/b>and the ‘I feel up’ optimism,<\/b> which the brand stood for.<\/p>\n

\u2022  It was not much about the dance, but about joy<\/b> & happiness<\/b> that drives true ‘uninhibitedness’ through dance. <\/p>\n

\u2018I feel up’ message resonated with one\u2019s mind & communicated that 7Up livens up a break in the middle of a dreary boring day.<\/b><\/p>\n

<\/b><\/p>\n

Cinthol \u2013 Alive is Awesome<\/b><\/p>\n

\"image\"<\/a> <\/p>\n

\u2022 Cinthol in order to reposition itself came up with a fresh campaign.<\/p>\n

\u2022 The new idea they hit upon with was \u2013 \u201cBeing Alive is Awesome\u201d!<\/p>\n

\u2022 Targeted at younger consumers who want to live their life to the fullest.<\/p>\n

\u2022 Cinthol tried to squeeze itself in the entire scheme of things representing the brand essence of  a very active lifestyle.<\/p>\n

\u2022 They tried to relate to the new generation and successfully related to what the people of today want, think & aspire \u2013 to live their life, freely etc.<\/p>\n

Just have a look at the Facebook page of Cinthol<\/a>. Don\u2019t miss the amazing video ad<\/a> that enticed a lot of viewers who not only enjoyed the ad but could also relate to the tone and content of the brand. They also launched a YouTube app<\/a> for this campaign.<\/p>\n

The After effects of using Emotions in brand content<\/b><\/p>\n

<\/b><\/p>\n

Real challenge is to focus people\u2019s attention. If an ad is going to evoke a response that will last longer than a few seconds, it must create a memorable feeling. It must create a virtual magnifying glass that highlights something specific in relation to the brand \u2014 some fact, idea, or impression \u2014 and give it enough emotional charge to become established in memory. The response can be positive or negative, intense or weak. Response may not be intensely positive or intensely negative, it is still \u201cemotional.\u201d Product satisfaction is the biggest driver of emotional response. \"image\"<\/a> <\/p>\n

Not all brands have the \u201cright\u201d to communicate messages implicitly through emotionally arousing content; that is a privilege that is earned over time. Brands spend decades building a connection. Example: Coke. Newer brands need to focus on establishing their functional credentials even when their ultimate intent is to \u201cladder up\u201d to an emotional benefit.<\/p>\n

We need to also believe that the choices are justified by reason, not just feelings. If all advertising generates an emotional response of some sort, the real question then becomes whether an advertisement will evoke any conscious thought.<\/p>\n

What about the use of emotional content, context & tone in Social Media?<\/b><\/p>\n

Well, this is a very important question because as social media is becoming the most integral element of the marketing strategies then its clearly evident that emotion and content of a brand will lay a great impact on the consumers online. And most importantly the response would be quicker than any other medium and results would be surprising. Therefore, brand managers should integrate this concept in social media too.<\/p>\n

Maslow\u2019s Hierarchy of needs explains this concept best.<\/p>\n

<\/b><\/p>\n

Expectations<\/u><\/b> <\/u><\/p>\n

\"Picture2\"<\/a> <\/p>\n

Desires<\/u><\/b><\/p>\n

\"Picture3\"<\/a> <\/p>\n

<\/b><\/p>\n

<\/b><\/p>\n

Unrecognized Needs<\/u><\/b><\/p>\n

 <\/p>\n

\"Picture4\"<\/a> <\/p>\n

<\/b><\/p>\n

Finding the tone of voice in SMM<\/b><\/p>\n

<\/b><\/p>\n

Authenticity = self awareness x courage<\/b><\/p>\n

To understand one\u2019s self and have the confidence to be true to your human nature takes courage. Amplify both and you get authenticity.<\/p>\n

Now the question is are you ready for a deeper dive into your business?<\/p>\n

If yes, then there are a few questions that when answered help brands to dive deeper and understand the brand tone & content they can use in their SMM and to connect to a customer in a deeper emotional level.<\/p>\n

The three questions for testing authenticity are:<\/b><\/p>\n

1. What business are we in?<\/p>\n

2. What courageous, rebellious decisions have we recently made that could be perceived as brilliant or foolish?<\/p>\n

3. What would it mean to the world if we didn\u2019t exist anymore?<\/p>\n

Irrespective of the desired response to advertising, don\u2019t you think the first step is to create a link in consumers\u2019 minds between the memories left by the ad and the brand? Shouldn\u2019t an ad focus attention on the brand and the desired impression at the time of viewing? Customer engagement is all about emotional connections which have proven to be powerful and profitable. Lets see what is in store for brands in future and what reactions it generates.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

\"Well-Known What is spoken about here is the \u2018hard to define\u2019 nature of emotional connection of brands. How brand managers can think of ways to strengthen the connection between their brand and the target market. Also a light is thrown upon what some of the reputed brands have done with the emotion of content & tone. Moving further the statistics in this context bring in some awareness to this element too.
\nBehavioral psychologists have long argued …<\/p>\n

Continue Reading<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","footnotes":""},"categories":[7,8,9,23,26],"tags":[646,648,647,645],"class_list":["post-2735","post","type-post","status-publish","format-standard","hentry","category-blog-content","category-blog-visibility","category-blogs","category-social-media","category-traditional-media","tag-brand-content-and-tone","tag-brand-tone","tag-emotions-of-content-and-tone-associated-with-brands","tag-power-of-brand-content-tone-in-social-media"],"aioseo_notices":[],"views":8216,"_links":{"self":[{"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/posts\/2735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/comments?post=2735"}],"version-history":[{"count":2,"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/posts\/2735\/revisions"}],"predecessor-version":[{"id":2743,"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/posts\/2735\/revisions\/2743"}],"wp:attachment":[{"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/media?parent=2735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/categories?post=2735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/windchimes.co.in\/blog\/wp-json\/wp\/v2\/tags?post=2735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}