Creatives from across the creative industry speak to Mumbrella’s Abigail Dawson about the tension between staying on message and tugging at those all-important heart strings.
Jarosz says connecting with an audience emotionally is a much strong long-term strategy
“It depends on the campaign, brands are relying more on emotional connections as they need to talk more about what they believe in.
“So, if the campaign is to elevate the perception of a brand and what it stands for, connecting with their audience on an emotional level is by far a stronger and effective long-term strategy. This helps make brands more relatable by giving human characteristics and allowing their audience to believe in them. But messaging can be as important if the outcome is to instruct. Sometimes the brand needs to sit behind the message and allow the audience to feel empowered first, then discover the brand.”
Source: Mumbrella
