How we relate to objects, stuff, and all other material things that we possess (or that we desire but can’t attain) makes us uniquely human. Yes, I’m talking branding. We surround ourselves with stuff that we may not need, going beyond functional objects that meet our basic needs, staying true to Maslow’s theory. But once this is fulfilled, we go over and beyond, into Self Actualization, Sense of Belonging, among others… traits that give us deeper meanings, tapping into our emotions and psyche.
Every brand builder (I’m hoping) knows that “A BRAND IS BORN WHEN A CUSTOMER ESTABLISHES AN EMOTIONAL CONNECTION”, giving it an Emotional Value. This taps into the Triune (3-Brain) Theory of Yale Neuroscientist Paul MacLean (click to read my past blog posts on this subject). What brands capitalize on is essentially our IRRATIONALITY in arriving at our buying decisions, driven by THE EMOTIONAL & SYMBOLIC MEANINGS we attach to the brands we patronize.
Belgian beer brand Stella Artois understands this beautifully, capturing our “emotional links with objects” via their TVC for “She’s a thing of beauty” campaign. Suggesting that for all the Sophies and Victorias of our world, there’s a Stella there somewhere.