Dec 22, 20235 min read

Emotional Videos. Branding & Feelings. Prototyping Branding.

Updated: Jan 20

What's Branding and Why emotional videos are one of the most powerful tool to do it?

Cambridge's Dictionary defines it as:

the activity of connecting a product with a particular name, symbol, etc. or with particular features or ideas, in order to make people recognize and want to buy it.

Connecting a product with particular features such as ideas, values, ideals, emotions, concepts, missions.

Projection, Endorsement, Enrichment, Associations.

You know, this article could be a part of a university lesson.

It's a way to teach you and improve your ability to comprehend our job.

I had one similar to that in 1 hours and half.

Time of Reading: 15 Minutes.

Humour engage. Humor entertains and drives a Smile.

You know, the most important thing expected is the reaction, action.

Aida Formula. Attract, Interest, Desire and Action. A Marketing Milestone.

AAARRR Funnel Steps. The standard and most used acquisition funnel.

Awareness – How many people do you reach?
Acquisition – How many people visit your website?
Activation – How many people take the first important step?
Retention – How many people come back for a second/third/tenth time?
Revenue – How many people start paying? And how much do they pay?
Referral – How many people refer friends to your business?

Pavlov. Conditioning, Stimulus and Reaction Learning Framing.

Good things come with good stimulus and reaction expected.

Bad ones arrive without.

Human Beings are attracted by light and moving images.

This is accentuated when watching a retro-illuminated screen.

People staring at tv, mobile, desktop, iPad, screens are so attracted and in a sort of "time and reality" suspension when focusing on that. They are in for a while with their attention units.

With videos it's simpler.

Videos, High quality videos are not only attractive but also interesting.

Interests turn into engagement and focus which drive to desires.

If desires are connected to emotions, exciting, WOW in a manner potential buyers can't stand the waiting for.. The finest the levers and techniques the higher the percentage of acquisition and conversion.

Videos can entertain, engage, inform, excite. Everything.

We love watching videos, more than everything online, on websites.

Analyzing the spot above.

Brand: Apple iPhone.

We've got the Disruptive humouristic component at the beginning: the singing plugs.

We've got the song, the rhythm, an absence showed with humor.

Plugs are two, he's one.

He's gonna reach her girlfriend.

So they can sing.. toghether and charge up their iPhones in the same house.

Other, smartphones consumes a lot of battery life. The new iPhone is super in battery life, it lasts 3 times more than the average. So, the plugs are missing their phone to charge for that.

The Noblest Art is that of making others happy.

Marketing, Communication, Advertising fuse Science, Logic and Art.

Humor on TV, disruptive ads which are great to entertain and drive a smile as in this Volkswagen Commercial Tv.

A disruptive Commercial, really enjoying and funny.

A combination to show the safety of the vehicle. the easiness to drive and the life energy of an old woman who is clever and emancipate again. A rebirth of Youth.

An aged Brand personified by the old granny that rock's on driving and live again. She's the teacher, not the official.

This like Volkswagen, decades of activity, tenths of models built. Years have passed since the car Number One: the Beetle.

Decades on focusing efforts on quality, innovation research and safety.

An amazing and poetic viewpoint in 3D Animation for the Omega Luxury Watches Manufacturer.

Branding. Emotional Videos are always a matter of storytelling.

Don't underestimate the type of video. Emotional Videos sells and are great, GREAT for Positioning and Recall on long-time period in a strategy.

It is subliminal. Beyond the normal cognitive perceptions and comprehension.

Positioning is not only an analytical procedure.

The World of Time. A Fable.

A wonderful 2 minutes storytelling. An amazing 3D animation and Motion Graphics style.

The main components of a watch, the movement, the users in a majestic and poetic, elegant animation.

No matter If you like it or not. It's elegant, unique, poetic and without time.

No other similar ads. It's a world within a watch.

This is the truth, you can neither imagine the complexity and the amount of components that is necessary to create one of these masterpiece.

The allegory of three worlds.

The Watch, The World inside.

The regulation of Time, a Cosmos and Universal Measure.

The perception of Time and Movement.

Matter, Energy, Space and Time.

The dynamics of the physical existence.

Dears. There's Nothing more powerful than a Thank You.

In case of life-rescue when technology protects and saves your life, even more.

This is the case of Apple Watch and iPhone combined or an Apple Watch with satellite capabilities.

There are certain functions which the perfect explanations are the results created, the insights.

Why are you gonna need it for your life and How can better improve the life quality?

So, always in a storytelling framing, this ads put together the main positive feedbacks and testimonials from the costumer base.

An emotional approach to let you know the amazing life savings feedback, not only improving Apple Corporate Reputation and Image but introducing you a new aspect that's gonna be a core value and missions for the next decades: healthcare.

Then Love Comes. The Most Powerful Emotion.

Chevrolet Emotional Commercial with the claim " A best friends for life's journey "

Promoting products, doing Branding, giving another perspective viewpoint always to enhance the corporate and brand values, awareness, identity and image.

As I said, as the ancient marketing masters discovered, humanizing the business, the personification of values, emotions, ideals is achieved through multiple touch points.

A few precautions need to be taken before plunging into that area.

First, it's necessary to identify and find the right emotions, values, ideals to combine with the company, its products, image, values and missions.

This is a must-to-do right before everything else. It's the start from the concept of a corporate and its brands.

Well advised companies have a Corporate and Brand core document. which identifies the statements, the missions, the values, the ideals, the emotions they would like their products and image to be combined and emitted as identity, thereto perceived as image by the public.

So Love, Cuteness, Friendship, a Friend who will never betray you and that will be always with you, your puppy dog.

All the moments together as a family or with friends.

All these in an emotional storyline which contains elements, emotions, values that are gonna be projected on the brand and the product, in this case the Chevrolet car, perfect enough for your family life, travels, adventures and loyal as your family puppy.

The best and the most efficient advertising and marketing strategies include the finest, sharp and subtle tools and techniques as the Emotional Branding one.