PLUMBNG THE DEPTHS OF EMOTIONS

Emotional connections are vitally important in creating brand loyalty. Why is it that consumers will pay a significant price premium (upwards of 50%) for Johnson's Baby Powder? Is it the talc ingredient found in the product? Or is it the product's fragrance? The fact of the matter is that competitive baby powder products are comprised of the same ingredients--talc and fragrance. And, while the rational mind of the consumer chooses to defend the selection of Johnson's Baby Powder with one of these product attributes the subconscious mind, if plumbed, would undoubtedly reveal an emotional connection. It's the only connection that matters when it comes to establishing "brands."

The Dispatch for April 8, 2007 can be found here:

PlumbingTheDepthsOfEmotions.pdf (PDF File)