The idea of building for the emotional job rather than just the rational one is brilliant. I've seen many brands struggle with this transition from feature-based to emotion-based marketing.
Could you share more about how you've helped brands identify their emotional value proposition? Also, how do you measure the success of these deeper, more emotional connections when traditional metrics might not capture the full impact?
The section about "emotional jobs" is particularly insightful. I've been working on a project where we're trying to move beyond surface-level benefits to understand the deeper emotional needs of our customers.
I'm curious about your approach to gathering these insights. Do you have any specific methods for uncovering those "irrational splurges" or late-night habits that you mentioned? Also, how do you maintain this level of understanding as your customer base grows?
The distinction between knowing demographics and truly understanding people really resonates with my experience. I've found that the most successful campaigns come from those small, specific insights about customer behavior.
The example about the barista knowing your order before you speak is perfect. In my work, I've noticed that brands that focus on these micro-moments of understanding often build stronger emotional connections. How do you balance this deep understanding with the need to scale marketing efforts?
The idea of building for the emotional job rather than just the rational one is brilliant. I've seen many brands struggle with this transition from feature-based to emotion-based marketing.
Could you share more about how you've helped brands identify their emotional value proposition? Also, how do you measure the success of these deeper, more emotional connections when traditional metrics might not capture the full impact?
The section about "emotional jobs" is particularly insightful. I've been working on a project where we're trying to move beyond surface-level benefits to understand the deeper emotional needs of our customers.
I'm curious about your approach to gathering these insights. Do you have any specific methods for uncovering those "irrational splurges" or late-night habits that you mentioned? Also, how do you maintain this level of understanding as your customer base grows?
The distinction between knowing demographics and truly understanding people really resonates with my experience. I've found that the most successful campaigns come from those small, specific insights about customer behavior.
The example about the barista knowing your order before you speak is perfect. In my work, I've noticed that brands that focus on these micro-moments of understanding often build stronger emotional connections. How do you balance this deep understanding with the need to scale marketing efforts?