How do brands enchant?

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The main goal of a brand is to create an emotional connection between the company and people. How many times have you heard that? Well, this is the new wave of brand management, and it involves several pillars, including technology, behavior and brand purpose . The article below is based on a study by Umbigo do Mundo, in partnership with OpinionBox, which developed a survey to discover which brands enchant and understand the alchemy behind this process.

Emotion is everything!

To create this emotional connection, you need to have nurse database extra. Apple, as always, is a brand that enchants, and it is no wonder that it is the most valuable brand in the world. In Brazil, brands such as Nubank and Netflix are among the most loved, and Magalu saw surprising growth in this area in 2020.

Nestlé, Nike, Chevrolet, Coca-Cola, Samsung, Uber, O Boticário, XP Investimentos and McDonald's are brands on the list of the most loved, according to the table below from the survey between Umbigo do Mundo and Opinon Box (at the end of the article)

According to Fernando Kimura, in his 2019 lecture at RDStation, “what moves people is desire, that’s what makes us move” and Kimura is right. Why are you reading this article? The desire to know more made you take some time out of your day to read here. The desire to learn, the desire to be a better professional, the desire to grow in the advertising market. Desire moved you. Desire is emotion, it’s what awakens something extra in people. And that’s what they expect from the brand.

Why enchant?

To delight, you need to surprise. That's a fact. If you go to McDonald's, order a Big Mac and a Coke and that's all you get, that's fine, you expect the bare minimum to be done, but what if, on a very hot day, the store manager comes up to you and offers you a free ice cream cone?

In the US, Mercedes-Benz has a special enchantment budget at each dealership, which managers are authorized to use to enchant customers. And this makes all the difference. A story I read in a book about the brand said that once, a gentleman bought an S500, the brand's most luxurious car. Within 3 days, the car started making a noise. The gentleman returned to the dealership, which promptly lent him an E320 for 5 days so that he would not be without the car. The E320 is a car one step below the S500, it is not the same, but it is a very luxurious car. On the day and date agreed, without calling, the gentleman arrived at the dealership and saw that his car was ready, as they had agreed with him. The gentleman was so happy that he bought another S500, now for his wife. That is enchantment!