10 Brands Creating Emotional Connections with Customers

Posted by
Terra Walker Mrkulić
LivePerson Contributor
Tuesday, April 7, 2015 - 13:34

You know that feeling in the pit of your stomach when you can’t stop laughing? Any day that I am cleaning mascara off my cheeks from tears of laughter is a good one in my book.

Not only does laughter pick up your mood—it improves your heart health, according to U.S. News Health. It’s no wonder that we instantly connect to brands that make us laugh-- I’m thinking brands like Doritos, Taco Bell, and Kmart. We also remember the brands that make us feel, for better or worse. While much of the response was negative to Nationwide’s 2015 Super Bowl commercial, it was one of the most talked about and remembered ads this year because of the emotional response it provoked.

Standing out from the pack is harder than ever. One sure way for brands to differentiate themselves: make your consumers feel something. You’ve got to reach the consumer on an emotional level.   According to The Atlantic, “Over the past decade, an abundance of psychology research has shown that experiences bring people more happiness than do possessions.”

Brands everywhere are clamoring to deliver on a meaningful customer experience. It’s the key to customer loyalty, and a major influencer along the buyer’s journey.  

Tugging at our heartstrings … driven by emotion

The human psyche is complicated. But, it’s been proven that brands that can master emotion have the potential to drive more sales. According to Psychology Today, “Advertising research reveals that emotional responses to an ad has greater influence on a consumer’s intent to buy an ad (more so than the ad’s content).”

Emotion has bottom-line value for big and small brands alike. It’s the key to building stronger brand advocacy, and of course, generating more revenue. From Forbes, “To create valuable, sustainable customer relationships, great brands don’t sell customers on contracts—they seduce them with connections.” 

So, which brands are already making us laugh? Or... making us cry? I took an informal poll with  my team last week and here’s the list of the top 10 ads that made us feel.

Our top 10 recent favorites

They make us laugh …

1. United HealthCare (Youtube)

2. Doritos (Youtube)

They make us cry …

3. Budweiser (Youtube)

4. Samsung (Youtube)

5. Google Chrome (Youtube)

They give us hope …

 6. Apple (Youtube)

7. Coca-Cola (Youtube)

8. True  (Youtube)

9. GetUp! Australia (Youtube)

They make us want to give mom a hug…

10. P&G (Youtube)


Meaningful matters

The beauty in emotion: When a brand makes us feel something, we carry it with us. We tell our family and friends; we share it on social networks. It makes us feel like we are part of something great, something that we can be passionate about.

Give your consumers what they want—a connection that is both meaningful and memorable.

Are you someone responsible for fostering deeper connections with consumers? It’s what we’ve built our company around, and the value is real.

What are your favorite ads? Tell us what we missed below.

Blog Posts by Category