It has become a process by which marketers create an image or identity in the minds of their target market and depending on the nature of the product, some brands will put either more functional or emotional benefits in advance. There is no right or wrong, but I tend to prefer emotional benefits, as they engage at a deeper physicological level. In order to do so, brands will use symbols, and will tackle a great variety of human emotions they want their target consumers to identify with.
A good example of how brands do this, is by creating mind movies, telling stories.
Who doesn’t remember the Marlboro cowboy? Alone, riding a horse, with the cattle, in the middle of nature… In this story, the Marlboro cowboy stands for freedom and masculinity.
Another example is the brand Buitoni. In their advertisements Buitoni always pictures an Italian guy, cooking the Italian way, with the family and fresh ingredients, but in a smart way - because obviously the Buitoni product is a “ready to heat” product. Here, Buitoni wants to transmit both, the Italian cooking expertise but also the italiann way of life! They even go a step further by using the “Casa Buitoni” as a reference for the making of Buitoni products (see attached picture).
The house is in Tuscany, where else?
Posted by Ignacio Molins
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