Mastering the Emotional Bond

Today's marketers have to provide consumers an overall brand experience - a rich tapestry of elements which is constantly evolving in response the increasingly sophisticated needs of the marketplace.

"Brands really work by playing the 'You like this, so we like this," says Jonathan Sanchez, brand marketing director of Edelman Asia Pacific in Singapore. "They are repositioning away from 'doing and owning' and into 'facilitating and enabling'."

Consultants say intangible assets are now more integral to the brand experience than ever before.

"Close your eyes and take note of how you respond when certain brands are mentioned," says Nicolas Pechet, vice president of GIA group in China. "Did you recall feelings, images, colours, or smells? The best brands embed subtle and powerful emotional connections."

These are attributes that a consumer is unable to express verbally, says brand futurist Martin Lindstrom. "But neuro-scientific studies have confirmed that tangible and intangible qualities share equal status."

Intangible attributes are also part of the post-purchase experience, says Pechet.

These are what he brand promised you once you've purchased a product or service - such as durability, luxury, peace of mind, security or family togetherness, he says.

"A brand exists in the mind of the person looking at so the key is to act or behave in a way that positively influences that perception," says Bill Rylance, founder and chief executive officer of Watatawa in Singapore.

Recovering from failure

No brand is perfect. Mistakes are made. How well and quickly a brand recovers depend son how effectively it deals with mistakes.

"Consumers don't expects companies to be perfect but they do expect them to be honest," says Rylance. "Transparency and sincerity - a willingness to listen and engage with all stakeholders, especially during difficult times - are absolutely fundamental."

Dean Bramham, chief executive officer of Publicis in Malaysia, says that Internet has empowered consumers to be more involved than ever in the activities of brands, and comment on both their good and bad behavior.

"This will only increase over time, adding pressure on companies to be both transparent and live a strong set of corporate values," adds Bramham.

Sanchez adds that in today's hyper connected world, brands have to monitor media in markets where they may not even their products as they may become influences on markets where the product is sold.

A winning brand's staying power in future will depend on its ability to continue to master the art of engaging with consumers no matter how communication channels evolve.

"A brand succeeds through its powerful proposition, a strong emotional differentiation, a systematic programme for how to spread word of mouth - because the days of TV will sooner be over - its ability to under-promise and over-deliver, and its sheer courage," concludes Lindstrom.

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