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

Automotive Hyundai Motor Studio surrounds visitors in the brand's vision of automotive culture

Automaker Hyundai’s experiential showroom immerses visitors inside the brand’s vision of automotive culture through interactive installations, events, a service center, cafe and classes on topics such as vehicle maintenance. It also features CLOi GuideBot, a friendly robot created by LG Electronics that can answer questions about the showroom and its vehicles.

Retail Queenmama Market encourages harmonious interaction among the community at large

This four-story concept store, filled with flowers and trees, has been designed as a community platform that encourages harmonious interaction between the designers, artists and the community at large. It sells an eclectic range of products, from gardening and housewares to fashion, with items changing every few months to ensure that shoppers will always discover something new.

Entertainment Gentle Monster features a rotating series of immersive art installations

The flagship store of Korean eyewear brand Gentle Monster features a rotating series of immersive art installations to transport shoppers into a theatrical, sci-fi-inspired world. Past installations include ‘The Salvation Moon,’ a post-apocalyptic world where survivors are praying to a new moon for salvation.

Fashion & Apparel Stretch Angels offers streetwear shoppers a highly engaging and photographable experience

Korean streetwear brand Stretch Angels’ flagship marries two playful themes, airports and sports, to offer shoppers a highly engaging and photographable experience. The first level has a colorful airport theme, with a luggage claim centerpiece filled with palm trees, a check-in counter and airplane seats. The store then transitions into a sports theme on the second floor featuring equally striking decorations such as a boxing ring, a faux swimming pool and a gymnastics area covered in red velvet.

Store Experience & Design Apple blends its trademark minimalistic aesthetic with the streets of Seoul

Consumer electronics brand Apple blends its trademark minimalist aesthetic with the streets of Garosugil, Seoul. The full-length window blurs the line between the street and the store, while interior trees mirror the iconic tree-lined streets of the neighborhood. The store also features a space for ‘Today at Apple,’ a program where visitors can learn skills including music, art and coding, and Boardroom, a training space for educators and developers.

Retail YND239-20 cafe plunges guests into a cartoon-like experience

Coffee shop YND239-20, whose name is inspired by a serial code, immerses guests in an almost cartoon-like experience. The walls of the café are a graphic black and white color scheme and the furniture—the aesthetic of which incorporates the trompe l’oeil style that cartoons often employ—is designed to fit with the line-drawn feel and create the illusion of being immersed in a comic book.

Design Asana offers a user experience that helps teams effectively manage their human resources

Team management platform Asana is designed to help teams effectively manage their human resources and combat employee burnout by offering a single view into projects, allowing managers to easily reassign and postpone tasks, quantify overall efforts and set alerts when the workload exceeds an employee's preset capacity.

Consumer Insights Ace Hardware implements real-time analytics for inventory tracking

American hardware retailer Ace Hardware uses real-time analytics, such as customer and inventory tracking, allowing store managers to stock their stores more efficiently. It also uses a management platform, called Deputy, which uses customer data and purchase patterns to staff stores based on demand.