Branded Emotions: Do you check or ride?

Traditional marketing works with emotions. The task of a marketer is to associate emotion with a specific product .

Beeline advertising brochure consists of a series of compositions that depict some kind of emotional state. The woman, smiling, looks at the cake - the signature " enjoy ." Portrait of a man in unusual dark glasses - “ surprise ”. The girl is bent over lying on an inflatable ball - “ improvise ”. A couple of young people are sitting on a bench - " Fall in love ."

Advertisers used behavioral cliches to evoke emotion. Everyone understands that if a guy with a girl sits on a bench in the park, they are in love. They look at the cake in anticipation of pleasure. If a girl climbed onto a ball, then she was sausage. Fancy glasses put on to surprise friends.

Cake, glasses, a ball and a bench are painted in company colors. These emotions begin to be associated with a particular company and become Branded Emotions . The consumer stops the taxi not so much for the ride, but for the sake of checkers. But for our operator this is not an end in itself, because it does not sell emotions - it sells phones. The advertiser can put strips on the product, but he is not ready to color the emotions themselves - only Imaginary is capable of this .

Using Imaginary Marketing, the Beeline brochure would consist of blank sheets, each with only one word meaning emotion: surprise, fall in love, enjoy.

But what product will the consumer acquire in this case? But no - he will just feel the emotion right after he opens the brochure. But then he will certainly open the browser and type in the address bar www.beeline.ru to share his emotions with other members of the community.