The misunderstood emotional value
Nowadays, emotional He Tuber value is in the spotlight. Over the past year, brand marketing has been using emotional value. But is the emotional value real fire or virtual fire? Today, let’s talk about emotional value, and the key issues about brands, products and users that extend from emotional value.
Emotional value is on fire.
Whether it’s a brand or an advertising company, it seems like it can’t be justified without mentioning the emotional value.
Why the fire?
Quite simply, in a period when low prices are king in market involution, there are only four words behind the emotional value: cost reduction and efficiency improvement.
For brands, the greatest significance of providing emotional value is to control costs and increase premiums: on the cost side, compared with real product upgrades or technology research and development, soft attributes such as emotional value: regardless of the aesthetic design of the appearance , or the redefinition and communication of selling points, or user communication on the marketing side, the implementation threshold is lower and the cost is more controllable.
On the consumer side, emotional value also includes “differentiation” and “high premium”.
Possibility - users or consumers have become more and more mature and even cold-hearted rationally. The only thing that can make everyone willing to spend more money is to pay for emotions:
""Emotional" consumption does not require calculation, because it is just to get rid of the fatigue and trivial calculations in daily life."
It seems that it is a very cost-effective thing to use emotional value to make businesses make money, users are satisfied, and they are willing to fight or suffer, and it also brings about a tacit understanding between each other.
However, is this really the case?
The fact is that for most brands, emotional value is a bit like a soap bubble in the sky. It looks wonderful, but is actually difficult to grasp and burst when you pop it.
Here, we quote the original text of "Humanistic Business Review" (very sharp):
"This represents a very typical group of people's understanding of brands: they almost equate brands with artistry, beauty, fashion, trendiness, and other illusory spiritual values. We have also said that those who advocate "the past " "The brands of today are mainly functional, while today's brands are mainly spiritual ." This kind of thing will not happen even in another 100 years.
The functional value of a brand almost always far exceeds the spiritual value. Brands that are not based on strong functional value will not succeed.
The Yuanqi Forest of food and beverages has strong functional value, Luckin’s beverage-based coffee has strong functional value, the morning C and evening A of beauty products have strong functional value, and Winona’s sensitive skin has strong functional value; in recent years, few brands have Successful brands with real users paying the bills are all about functional value. On the contrary, those brands that vigorously promote spiritual value are littered with corpses.
The logic behind it is not difficult to understand:
Compared with functional value, emotional value is more fragile and changeable:
