Empathy and brand loyalty: Connecting with your audience

Corrie WilderDirector of Marketing & Communications/Clinical Assistant Professor

Edward R. Murrow College of Communication, WSU

Humans only have anattention span of 8 seconds.

One second less than a goldfish.

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EMPATHYTake their

perspective

Withhold judgeme

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Consider CONTEXT

“Humans are unpredictable mushy bags of irrationality and emotion.” —Philip Sackl. Head of Design at Freeletics

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Expose yourself to the world of the peoplewho use your product.

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Understanding human nature takes a really long time.

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• Be curious about the world

• Immerse yourself in the worldof the people you want to reach

• Go narrow

• Go deep

• Data is powerful but not omniscient

• Make small improvements to the world and be proud of them.