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

Related CX Insights

Fitness & Sport How Ecommerce Startup Curated Achieved A Near 0% Return Rate Through Expert Guidance And Service

In an age of Amazon efficiency, consumers can lack access to thoughtful guidance and expertise. Curated is working to change that, connecting shoppers with sports and travel aficionados to guide them through their purchase—and achieving a lower-than-1% return rate

Fashion & Apparel Purchasing data from local shoppers dictate merchandise sold in Nike Live concept stores

In its Nike Live concept stores, the products from sportswear retailer Nike are stocked based on the shopping preferences of local users. Using data collected from its NikePlus app, each store’s merchandising mix is dictated by items local consumers are buying. Every two weeks, the store adds new inventory based on the local market, much faster than the brand’s usual turnaround of 30-45 days. Shoppers will also be able to leverage the data to help inform their choices, browsing on in-store screens to see the most popular shoes in a given category for consumers who live near the store. The first Nike Live store, Nike By Melrose, opened in Los Angeles in 2018, followed by stores in Shanghai, New York, Tokyo and a second LA location in 2019.

Cafe & Restaurant Equal Parts kitchenware offers customers on-demand cooking coach access with purchase

DTC cookware brand Equal Parts offers customers 8 weeks’ worth of free access to a cooking coach with the purchase of any Equal Parts cookware kit to help them develop skills and confidence in the kitchen. Coaches are online from 4:00 to midnight every weekday, and then noon to midnight on the weekends to serve any on-demand needs, enabling users to chat with them via text or Slack and get real-time answers to their cooking queries.

Beauty Morphe Beauty Is Tapping The Creative Consumer With In-Store Studios

The fledgling cosmetics brand continues to blur the line between physical and digital experiences, hoping to drive traffic to its growing fleet of stores with on-premise creator studios

Packaging & Product Engagement PUMA X Greenroom's multi-sensory trial experience immerses customers in a soccer field simulation

Sportswear brand PUMA partners with design firm Greenroom to incorporate SkillCube, an immersive product trial experience hosted in a compact room, in its New York City flagship. SkillCube supercharges users' motivations through leveraging multi-sensory technologies—a 270-degree high-quality LCD screen, CGI and sensors—to simulate a soccer stadium environment as well as providing exercise routines led by sports celebrities such as soccer players Antoinne Griezmann and Lewis Hamilton.

Brand Activation & Immersion OTRO platform encourages engagement between fans and world-famous soccer players

Founded by 17 superstar athletes, including David Beckham, Lionel Messi, and Neymar, sports video app OTRO boosts the engagement between fans and world-famous soccer players and produces video content through a subscription model. For four euros a month, fans can watch short-form videos and documentaries, as well as opt for additional access that involves live Q&A sessions and in-person meet & greets.

Shopper Education & Assistance AS Roma X We Build Bots created a chatbot that answers fans' soccer questions on FB Messenger

Italian soccer team AS Roma partnered with British chatbot agency We Build Bots to create Botistuta, a chatbot made to answer questions from fans on platform Facebook Messenger, improving customer experience by speeding up response time.

Banks, Insurance & Financial Services Atlético de Madrid X Chiliz build blockchain-backed mobile platform that lets fans support their favorite teams

Spanish soccer club Atlético de Madrid collaborated with sports and entertainment blockchain firm Chiliz to build Socios.com, a blockchain-backed mobile platform that lets fans show support to their favorite teams with cryptocurrency tokens. The token gives fans the ability to serve as shareholders, allowing them to vote on club matters and access exclusive content. Fans can either purchase the tokens or collect them for free through a Token Hunt enabled by an AR-powered geolocation feature.