The presentation which was the part of the Worksop at Berlin Design Week 2018. How to create brand emotions, how to play with emotions of people while making own business, own brand?

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PIOTR DOMINIK, HUEE, © 2018
BRAND and EMOTIONS
How emotions are related with super brand creations.

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This presentation was created
to be presented over 2018
Berlin Design Week (and it
was).
Therefore, this is a kind of
presentation which is not
prepared for distribution,
but only for live experience.
Thanks for patience.
All rights Reserved
2018 © Piotr Dominik
piotr@huee.in
www.huee.in
www.whystartup.pl

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I met clients in my
life which use to say, that
brand is only about
logotype and
claims.
And I have got problem
with this people.
Good brand
communication
is like the date,
which will happen
one day to You,
and You
will be talking
about that day
until You die.

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It’s a common metaphor - but still good.
this is logo

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this is brand

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Oakley
last
commercial
is of course
awesome.
And, its
about
emotions.
It’s not
about product,
it’s about
emotions
related to
product.

7. Whats the
difference
between
great and
average brand?
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(except logotype which seems to be cheap:)
Think about that. Answer yourself.

8. Distribution, price
and promotion are
not key values
in well made brands.
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9. Good brands
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Bad brands
- Create own world.
- Is based on excitement
- Have the values system
- Have own character
- Reflects to culture
- Is very consistent
- Are set up on the world we already know
- Creates no emotion
- Value system is not recognized
- Culture is not related
- Is very incoherent

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We have to say
goodbye
to some
past hero
brand
advocates.
I know that hurts.

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Well David, consumers
nowadays
buys any products
without knowing any
benefits it they are
authorized by brand
values.
We are not living
in simple culture of 70’s
anymore. Things changed.
(however I still love David Ogilvy)

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Kotler essential four P.
(I never loved Kotler in fact, but
he created tons of knowledge)

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Thing is that nowadays,
Product - usually is not
original anymore
Price - is not the key
Promotion - is not essential
part.
Place is e-commerce
Kotler essential four P
is not that anymore.
(well, 4P is dead)

15. Dude, really?
Whats wrong?

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Brand is wrong defined due common knowledge.
Problems:
Old economy (massive production and distribution is gone)
Availability and brand awareness is not a weapon anymore.
Brand setup was basically made in 70’s and 80’s and now
is totally wrong.

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What is the
brand?

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Brand is the answer for
HOW I MAKE
YOU FEEL

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and people would pay every money
to feel good*
(you know, life, is not a Disney ™ Movie,
there is a reason for that)
* amazed
inspired
selected
self aware
special
better
stylish

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Almost all
fashion industry
play well with
emotions.
Again, its not
a communication
of the perfumes,
it’s a life you will
never have
communication,
but you want it.
Best connection to
be closer to that -
scent.

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It’s a brand promise.
Of love. Romance. Freedom.
Excitement. Being selected.
Living own life. Of having
own path. Of not paying attention
to not important things or
people. To follow my own
way. To live the day. To live
a moment. To not follow.
To create.
Its not about scent.
its about excitement.

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So perfect brand is about
excitement.
Ok, but why?
That’s quite simple in fact.
Truth 1

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Portugal neuro-scientist.
Research proven that no decision is
able to be made without emotion.
People with brain damage could
not even choose the coffee or tea.
Deep research proven that every
decision is base on emotion, and
is never logical, even we think so.
Checkout his TedX speech here
Antonio Diamasio

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Psychologist, most influential in
emotions theory.
Quite common wheel of emotions.
Robert selected 8 key emotions.
And prove that key emotions are
very related with human primary
reactions which lead to survive.
So emotion are mechanism of reaction
which allow us to take some actions
to survive.
Robert Plutchik

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happy,
sad,
afraid/surprised,
and
angry/disgusted.
Glasgow scientists few
years ago redefined number
to four key emotions.
Positive surprise
(related amazement,
awe)
is key emotion to
influence people.

26. So awe,
positive
surprise,
is the key
to crate
brand
excitement
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Still
WHY?What really happens there?

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Adrenaline
Dopamine

28. We follow paths. And expectations. We are living quite ordinary (even if its very
good - lives). The primary big emotions are usually gone, its about first love, first kiss,
first time doing super sports, having some super drivers which made us feel
different.
And when brand generates true excitement is about new feelings,
it’s about adrenaline, it’s about big impact of pure emotions.
And thats impact us.
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As a supportive tool. It’s also psychologically
verified. It’s the effect of surroundings which
happened before.
So to create your agreement to having a option
to by a weapon and make it legal to public, I would
rather show you the clip with the crimes and
people who attacked other people to serve
right communication at the end, to recall some of
your experiences and prepare you.
Priming
your
desired
emotion
related
emotion 1
recall
related
emotion 2
recall
related
emotion 3
recall
related
emotion 4
recall
…

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Few
examples

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Emotions
primitive
what does
not mean
than it’s
bad.
https://www.youtube.com/watch?v=ABz2m0olmPg

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Beldent
emotions
in perception
of viewers.
https://www.youtube.com/watch?v=sk7A56KVNBY

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Cartier
getting
younger
by culture
references
https://www.youtube.com/watch?v=duLJrQSjIsk

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Belives
as ultra weapon

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For younger generations
shared believes are key.

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How age is related with shared
believes?

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Get it right.

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Shared believes = stronger relationship

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Rewards are higher.

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Connect to the right issue

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Re-thinkingFew questions to ask

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How you feel while spending
money?
What you really except? What you would
except while spending 100 €, 1000 €, 10 000 or 100 000€?
Like nobody cares? Or like „We have been waiting for You our all lives, and
yep, that’s was worthy”.
Give people the pleasure of spending money
like you except to have.

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Spending money „thing”
It’s about having power.
The power is about being important.
The power is about being appreciated.
The power is about make people listen to You.
The power is about people love to be with You.
Power is feeling special.
Special is about treatment.
Give them the pleasure of spending money.

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How special is your product?
How special? Is it like completely unique and
can You be sure that no-one in the world got the same?
Is it even possible? If so - will it last forever?

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Which brand do you recall as
the experience to remember?
Do You remember any? Why that brand made impression on
you? What was special about it? How do you feel than?

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When you see very similar
haircut saloons does it
matter which to choose?
So why do You think than if you are not special,
that anybody would even care? Why you feel so
good about yourself? Cause it’s safe?

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Did you ever run the
research to understand how
your clients see you?
We got imagination of that how people see us. And we
easy like to think that it is that way. But does it?
How sure you can be about that?

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Did you ever told your
clients why you do it?
The story behind why is usually much more interesting
than every other story.

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Whats the brand character
of your brand which is
easy to recognize?
Compare it like people do to other people. Who is this person,
women, men, age, style, education, motto, why spending time
with that person might be even interesting, inspiring?
Who are you?

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How much effort you
put to develop your brand?
Did you made any corrections? Think about You, is it possible to
develop for you without having any corrections? Why you think that
your brand can do that without adjustments?
Did ever told you that brand communication is a closed, finished
project? Why?

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Brand - creation
level master

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Whats important?
Own creation of world - made another way.
originality in every area

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diesel wall commercial

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Everybody are lazy.
Don’t be.

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Retail:
(focus on atmospherics)
Scent
Interior
Light
Temperature
Music
Exposure of stuff
Price tags
Packaging
Client Service
Follow up
Memory about client
Space arrangement
Extras
Catalogues
Business cards
E-commerce:
Uncommon checkout
Language
Images (quality)
Full brand story
Well described products
Not common architecture
Pleasure of exploring
Branding
Delivery
Follow up
What makes brand
special:
Language
Branding
Visuals
Not following
Specials
Care
Awesome quality
Not accepting any
standards

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10 things
to remember

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Never follow.
there is not much things
worthy to repeat.

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Don’t be lazy.
You will have to do much
more than others.

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Never nothing special
happened while making
ordinary things.
Its out there.

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Suppliers do not care.
Every provider do not care about
any your excitment. They just
sell their products.
You have to be carefull. Following
simple paths will lead you to
average.

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Be brave. Do not
look back. Take the
risk of originality.

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Create brand character
which people might
love. Try hard!

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Quality affects every,
tiny element of brand.
There is no simple way
of creating excellence.

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Always use simple
language, or direct
language.
Don’t talk
like corporate!

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Love,
freedom, self confidence
are essential
factors to move forward.

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Be the guy, as the brand
you would like to meet
to get a best day. Behave!

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Samples of
well made
brand creations

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Workshops
How to play with brand development?

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Let’s create new brand which
will focus on selling modern art in Berlin.
Let’s call it
heart
Tagline: Beat of modern.
Berlin Workshop

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The PeopleThe Market The Brand
heart Beat of modern. Berlin Workshop

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The Market
What’s the market size?
What are prognosis for the market?
will it grow? shrink?
Are there any factors to watch which affect this market?
example: common brands started to use modern art, so on..
How competitive is that market?
What’s the business model there?
Who is friend on the market, who is enemy?
Whats new happened over there, any new models?
What are market correlations?
Example: people tend to buy a lot of new apartments
What are key categories?
Like sculptures, paintings, posters etc.
heart Beat of modern. Berlin Workshop

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The People Why people buy
modern art?
heart Beat of modern. Berlin Workshop

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The People Is modern art
anonymous?
heart Beat of modern. Berlin Workshop

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The People
Who buys modern
art?
Types of clients based on influence
Types of clients based on spendings
How we can filter them?
- age
- earnings
- amount of friends
- time consumption
- needs - like follow the trends etc.
Who are this people? Can we make a research
here? Can we track them at art gallery shows?
heart Beat of modern. Berlin Workshop

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The People
Who doesn’t buy
modern art.
And why?
heart Beat of modern. Berlin Workshop

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Berlin Workshop

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The People
How people get to
know about
new artists?
heart Beat of modern.
Can we change
that somehow?
Berlin Workshop

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The Brand
IMPORTANT
Brand is the answer
for people who
got needs, which usually
are not well answered
on the market.
heart Beat of modern. Berlin Workshop

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The Brand
heart Beat of modern.
Functional Values
Expected Values
Desired Values
Exciting Values
Berlin Workshop

88. To go there, we
have to help
ourselves a little.
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The Brand
Whats the brand
character?
heart Beat of modern. Berlin Workshop

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The Brand
heart Beat of modern.
Personality:
How old? Male/Female?
What he/she wears?
Whats life experience?
Kids? Family?
How he/she spends free time?
What he/she want to achieve?
How he/she talks?
What kind of music she/she listen to?
What does he/she reads?
Whats the impression of first meeting?
Berlin Workshop

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The Brand
heart Beat of modern.
Adjectives:
• Urban or outdoorsy?
• Conservative or progressive?
• Casual or professional?
• Funny and playful or serious?
• Are they free-spirited? Do they need to be
comforted?
• Leader or underdog?
• Stylish and fashionable or plain and practical?
• Thrifty or affluent?
• Outspoken or reserved?
• Dynamic or stable?
• Predictable or surprising?
• Stable or fluid?

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The Brand
heart Beat of modern.
Tools to use around brand:
• Mission
• Brand story
• Claims and slogans
• Visuals
• Photography treatment
• Believes
• Social media topics
• Conferences
• PR communication
• Instagram feed
• Reaction to hot topics around us
• Special activités (scholarships)
• Reports (areas)
• Live events
• Colaborations
Berlin Workshop

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Copyrights:
While making this presentation I did used several external sources, like:
• Edelman Report about Brands (best you can get, really)
• David Ogilvy photo
• Photography of Richard Branson
• Few tumbler photography for decoration
• Few Pexels photography images
• Photography of Rober Downey Junior
• Photography of Jane Birkin
• YouTube references to commercials
• NN group empathy map
• Big Lebowski still image
• Nutspace graphic materials
All rights belong to owners. While presentation was made for a private workshops, making that public might violate owners right. So don’t
do that please or ask them. Thank You.

93. let’s talk
FEEL FREE TO CONTACT US
WE TOUCH HARDER
HUEE
ALEJA PRYMASA TYSIĄCLECIA 48
WARSZAWA
SAYHELLO@HUEE.IN
anytime
piotr@huee.in