As marketers, we are fortunate to live in a society where we have the knowledge and technology to communicate effectively with the customer. We build on the ideas from the past and translate our thoughts for today’s generations. Our society is more connected than ever before and it provides a brand an opportunity to engage in any medium possible. Tapping into emotions with digital storytelling allows us to develop a deep and lasting relationship with the consumer.
I would like to discuss a company that has discovered the power of digital storytelling and Lovemarks. These Lovemarks are a way to connect with consumers on an emotional level. The Age of Now is all about the mastery of emotional communication; not manipulation. I believe I have a good example of a Lovemark. “Cut the Cord” by Subaru.
Just in case you haven’t seen it. It’s a wonderful 30 second clip of a nervous daughter on her first day of school and her worried father. I thought it was one of the sweetest commercials I had ever seen!
Subaru owners are very passionate about their car and are loyal to the brand. “If you ask a Subaru owner what they think of their car, more times than not they’ll tell you they love it,” said Alan Bethke, director of marketing communications for Subaru of America. Subaru connects with their customer by advertising the longevity, safety, versatility and adventure the cars can offer to the consumer.
Since they established such an emotional bond with their customers, they have taken steps to incorporate the customers into their advertising campaign by starting “Dear Subaru”. A website where Subaru owners can share their stories and pictures with one another. This along with all the other features of the car allow the consumer to create that essential Lovemark.