1. Emotional branding Judi Samuels judi.samuels@gmail.com @chieflemonhead

2. Target Canada creates an emotional brand connecting with grassroots neighbourhoods on a grand scale! http://sqz.co/f5KQq84Over 2,000 peoplevisit the Target inMilton, ON on openingday a Tuesday!

3. Allow the brand to be human think of the human traits. Think of the people who breath life into your brandNot personifying the brandHumanizing the brand

4. EMOTIONAL BRANDING Judi Samuels judi.samuels@gmail.com @chieflemonhead

5. Traveling is not about things, its aboutdiscovering places that have meaning &meeting the people that shape those places

6. A destination without peoplesomewhat loses its appeal despitethe mystery.

7. But adding even one personconnects you closer to the brand, tothe culture to the people whotransform a place into a country, acity.

8. Who are these destinations?

9. People will forget what you said; peoplewill forget what you did; but people willnever forget how you made them feel Maya Angelou

10. science of emotions Not a direct & simple response to stimuli (like an eye blink) Composed of two parts: evaluation of stimuli physical reaction to stimuli Trigger behaviours & often lead to other emotions

11. You see, you feel, you like, youbuy you like again, you buy more.The emotional roller coaster is real!

12. Emotions Loyalty

13. Brand loyalty is more than simply repurchasing. Itis defined by the consumers willingness torepurchase, evangelize and defend a brand

14. These 2 brands have such ferventloyal fans that communities are builtaround the brand not just about atopic.

15. Why does it matter?

16. 21% of the population identifies as being brandloyalBrands with a stronger market of brand loyalcustomers commands an average of a 23% pricepremium over other brands in the same industry McKinsey Quarterly & Gallup

17. How can we trigger emotional loyalty? Fervent brand loyals?triggers

18. Plutchiks Wheel, 1996

19. lesson #1understand context

20. Dove connects its brand to theiraudiences view of self-esteem

21. roi

22. Year over year 6% increase in dollar sales 5% increase in unit salesMonth over month 2% increase in dollar salesOver 1 million women visited the campaignwebsiteValuable media attention#1 selling soap in the US

23. This was the goal for the campaignredefine beauty

24. lesson #2relevant content

25. The Canadian Tourism Commission offers a roadmap to Canadian tourism operators for content creationnine traveler types

26. Connect the roadmap for content to the context of your audience for a winning formula create an emotional bond. Authentic Experiencer Cultural Explorer Cultural History Buff Personal History Explorer Free Spirit Gentle Explorer No Hassle Traveller Rejuvenator Virtual Traveller

27. Extend your connection beyond thetrip itself how do you stayconnected with your guests?

28. Emotional bonds are precious Donot make a promise you cannotkeep. Offer your value, connect toyour audiences context and deliver!

29. lesson #3care

30. To be yourself in a world that isconstantly trying to make yousomething else is the greatestaccomplishment Ralph Waldo Emerson

31. Gravenhurst:No weight restrictions.Mary, the MOD greets your pets &understands the family connection!

32. the beatsHumanize your brand, your destinationTravel is about an emotional experience & human connectionEmotion leads to loyalty & loyalty drives valueEmotion offers nuances & depth

33. in shortUnderstand your guests context. Leverage the convergence between your brand & their context.Create & deliver relevant content. Connect on an emotional level & deliver on your promises.And, care. Care deeply. Care genuinely. And make sure your teams deliver the love.

34. EMOTIONAL BRANDING Judi Samuels judi.samuels@gmail.com @chieflemonhead