Yes, popular brands had multifaceted personalities

(…) We asked over 5,000 people around the world to tell us about the brands whose content they actively sought out, then analyzed what those brands did. The results were surprisingly consistent. Popular brands had multifaceted personalities. They could make you laugh, or cheer, or lean forward and take notes. They’d stopped hammering away at a share of mind, and were expanding to achieve a share of emotion. (…)

So we commissioned a second piece of research to help us understand the emotional landscape of the internet. Forget advertising for a second: What is it that makes the internet so compelling that countries have to pass laws to force us to tear ourselves away from it while driving? Our study showed that there were four kinds of emotionally compelling content: funny, useful, beautiful, and inspiring. When we checked back over the most successful online brands, yup, most of them did all four.(…)

Online, being multidimensional beats being single-minded. Surprise beats consistency. Share of emotion beats share of mind. The best online brands have always understood this instinctively. Now we have the data to prove it. 

Continuar a ler o artigo de Brian Millar aqui.


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