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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Shopper Education & Assistance Startup Huckleberry streamlines the insurance management process with an AI-enabled platform

Startup Huckleberry digitizes and simplifies the complex process of purchasing and managing commercial insurance for small businesses via a user-friendly platform and AI-enabled matching feature. Replacing the traditional time-consuming insurance phone calls with an online portal, Huckleberry allows users to quickly fill a five-minute form, receive instant quotes, and seamlessly purchase desired plans. To ensure it meets all the needs required by a small enterprise, Huckleberry is built to work with a variety of coverage verticals from healthcare to beauty.

Wellness Walmart's 'Featured Providers' program uses AI to match employees with the right healthcare practitioners

Big box retailer Walmart partnered with healthcare data analytics company Embold Health to launch Featured Providers, a benefits initiative that connects their employees with insurance plans and local doctors. Embold Health uses artificial intelligence to comb through data from public and private insurance and gathers a list of best providers, ensuring the optimal cost effectiveness and patient outcomes. Employees who choose a provider outside of the recommended list are required to pay more.

Brand Activation & Immersion How Brands Are Tapping The Power Of Community Through A New Kind Of Exclusivity

PSFK has spotted a trend bubbling up at the juncture of exclusivity and community, where brands retailers are tapping into the ephemeral and the human with unique networks as a remaining way to differentiate and connect more deeply

Fashion & Apparel Goodwill and Entrupy weed out counterfeit handbags with AI-enabled authentication

Nonprofit Goodwill uses AI from an authentication service called Entrupy to weed out counterfeit high-end handbags for sale on its ecommerce platform, shopgoodwill.com. Goodwill employees use a modified iPod Touch equipped with a special lens in order to take closeup shots of an item, using an algorithm to analyze attributes like the stitching, lining and logo in order to determine its authenticity.

Shopper Marketing & Promotion Streamlist connects buyers and sellers in real-time via live-streamed chat

Streamlist is a live-streamed fashion marketplace that allows buyers and sellers to connect in real time. Using the Streamlist app, sellers can launch a livestream video to showcase an item and chat with potential buyers, answering any questions they may have about the item in real time before they make a purchase. Each live-streamed video contains a list of all of the items for sale, so buyers can click on a desired product to purchase instantly.

Merchandising & Curation Dote Shopping Party lets fans shop live with their favorite influencers

Shopping app Dote unveiled a feature that allows influencers to host live-streamed interactive video shopping experiences. During a Shopping Party session, Dote influencers can share live video of themselves while browsing different products on the Dote app and interacting with fans in real time, conducting giveaways and polls. Influencers can shop from all 150 brands on the Dote platform or throw parties exclusively for a single brand through Dote’s ‘Sponsored Party’ program.

Retail Countr lets users showcase and monetize their styles through social feeds

Social commerce platform Countr harnesses the power of authentic unsponsored recommendations through shoppable posts, enabling customers to showcase and monetize their styles, and purchase products directly from their feed.