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LESSON 3

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EMOTIONAL RESONANCE

JUMP IN LOVE AT FIRST SIGHT

2nd JUMP

BRAND STORY + TOUCH POINTS

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Exclusive Process: Personalize, Farm 2 Face

(How you deliver) Process

Emotional Promise (How She Feels)

BRAND POSITIONING SPECTRUM

EVEN IF YOU ARE DISRUPTIVELY INNOVATIVE-FOCUS ON HOW SHE FEELS

Rational

Emotional

Compeitition Prone|Low resonance

Uncontested & High Resonance

(What you possess) Infra

Size & Scope Claims

(Offer) USP

Quality Claims

Real Or Fictitious, Relationship, Aspirational,

Self-Expression

Core Emotional

Promise applied

coherently to a

all touch points

Purpose= Cause,

For People,

Society & Planet

Brick & mortar, VR & AR offer potential for digital experiences

(Personality) Who You Are

(Your Why) Purpose

(Multi-Sensory) Experience

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EMOTIONAL RESONANCE

"THIS BRAND GETS ME"

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_{1st MOME}NT O^{F TRUTH}

^ULTIM_{ATE MOMENTS}

^{OF TRU}TH

Website

Point of Sales

Packaging

Media Or FMOT

Product consumption | Innovation|Relative Advantage

Service

Product maintenance/disposal

Loyalty

CORE EMOTIONAL

PROMISE

(Elaborate, Specific and aligned with Brand Idea)

Ideally, core emotional promise should drive the element of surprise with the product/offering and would be key in screening innovations

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THIS BRAND GETS ME

Does a 20-years old woman think the same as

A 30-years old woman

A 40-years old woman

A 50 years old woman

?

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2. JUMP IN LOVE AT FIRST SIGHT:

EMOTIONAL RESONANCE

This Brand Gets Me!

Focus on one persona

For Everybody is For Nobody

One persona doesn’t mean a smaller target market or projected revenues

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HEADLINE HOOK

CORE EMOTIONAL PROMISE CHECKLIST

S-SHORT: 6-8 words max.
E-Core Emotion
T-Trigger: Path to Purchase
S-Surprise: Unexpected

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BONUS ARTICLE

https://jumpaccelerator.com/brand-positioning-health-beauty-cpg/