Building Strong Emotional Connections To Brands

This PSFK research paper gives an overview of how brands are elevating their relationships with their customers, while simultaneously creating meaningful value around their product and brand experience. Through a range of activities that include the development of educational content, community-building initiatives and one-to-one service and support, brands are going beyond the transactional moment of purchase to build emotional connections with their audiences.

The report features best-in-class case studies and insights collected from the PSFK x Suzy Brand Connection Survey, an original survey of 1,000 consumers conducted by PSFK and Suzy, the real-time consumer polling platform.

Published June 2019

This 16-page report includes:

  • 7 trends that outline the strategies applied by the most engaged brands
  • 31 trend-supporting exemplary case studies
  • Exclusive expert insights from 3 of the featured brands
  • 7 key levers for creating emotional brand connections
  • Quantitative and qualitative results from the Brand Connection Survey, an original survey of 1,000 US consumers conducted by PSFK and Suzy, the real-time consumer polling platform, that provide key insights into how consumers view their relationships with their favorite brands

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Insights From Building Strong Emotional Connections To Brands

Analysis How Brands Like L'Oréal Make Unboxing The Best Part Of Online Shopping

Innovative brands are elevating the unboxing experience with educational resources, providing their consumers with tips and how-tos

Analysis From Condé Nast To Porsche, Brands Are Driving Engagement Through Exclusive Platforms

With exclusive apps and social networks, brands across different industries and interests are making their most devoted fans feel appreciated

Analysis From Toms To Lowe's, Brands Are Making Deeper Connections Through Social Impact

Consumers want to feel like they have a positive impact on the world and their communities, so these brands are giving back to win them over

Analysis How Nike, Trader Joe's And More Are Using Branded Content To Connect With Consumers

Thanks to the podcast boom and the prevalence of YouTube, brands are taking the opportunity to explore new ways to educate and connect with audiences through media and more

Analysis On-Demand Support Is Transforming Customer Service At H&M, Walmart And More

Companies of every size are implementing on-demand support networks that are able to connect customers to human representatives instead of AI or bots

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Brand Activation & Immersion Sustainable Shoppers Can Now Mail Their Old Clothes To This E-tailer

Customers wondering how to recycle old clothes have a new option with BUHO, which now allows them to mail and recycle their old textiles

Case Study Five Below Is Transforming Some Of Its Stores Into Esports Hubs

Discount retailer Five Below, which invested in eports infrastructure brand Nerd Street Gamers, will add gaming venues to its stores

Home This Booking Service Transforms Private Back Yards Into Camping Sites

Campspace is a startup that allows consumers to rent private land like back yards for unique outdoor experiences, bringing camping into the 21st Century

Features How The Sharing Economy Is Making Camping More Social

Services like Airbnb and Tentrr are reimagining camping by making it easier to meet fellow enthusiasts and book one-of-a-kind experiences

Hotels, Hospitality & Travel This AI-Enabled Travel Startup Helps Families Plan Stress-Free

tripAbrood is a new service that uses AI to search and book accommodations and travel for families, cutting down on time spent planning

Design Inside The Booth That Turns The Office Into A Meditation Studio

In a collaboration between booth brand ROOM and meditation app Calm, a new product allows workers to practice mindfulness in the office

Baby Boomers These Retirement Communities Are Reinventing Senior Living

Co-living spaces like Ollie and themed communities like Margaritaville are changing the face of retirement, providing a new standard of life for residents

Fitness & Sport How Retailers Like Amazon Use Tech To Enhance The Camping-Essentials Shopping Process

With tools like augmented reality and buying ahead, outdoor retailers and companies are creating digital and physical experiences that allow customers to preview gear and plan their trips