The world is moving from an industrially driven economy where machine is the icon towards a people-driven economy where the power of consumer is significant. It is interesting that the consumer market is also shifting from the sphere of rationality to the realm of desire, as well as from objective to subjective.
In the rational branding, advertising introduces the new features of the products, the facts that how it involves with new technology, and how people think about the brand.
While in the emotional branding, advertising conveys the benefit that the product provides, the sense of experience that consumers would like, and how people feel the brand.
By introducing the meaning of a brand, advertisement establishes an emotional connection with customers. It implements some pursuits of meaning, such as your highest strength, into marketing messages and conveys an idea that larger than what you posses. In the early market, marketers noticed that they should plug emotional meanings into their brand identities, so they tried to find some characters that people admire, such as independent, family love, and being cool. However, when it comes to emotional branding, this engagement becomes a potential and a missing meaning of a brand. It inspires consumers think further, high, and larger.
There is an example when emotional branding becomes a purely spiritual product. In some tourist spots, you can buy air, water and soil as souvenirs, but how many of people would like to buy a purely spiritual product? A Danish designer called Mads Hagstrøm introduced the Flow Market in Copenhagen, and latter set many sale exhibitions in Pairs, New York, Shanghai, and Tokyo.
The Flow Market sells consumer awareness in the form of imaginary products: nicely-packed bottles and cans with printed words such as “”unconditional love,” “Quality,” “Letting be,” “factory farming antibiotics,” and so on.
All of them are available for sale at the prices from $5 to $20 on the website. The designer described the product as “An empty sealed can that materializes immaterial needs”. It is obvious that this product doesn’t consist technology or labor cost as much as $5, but the great result of sale indicates that when the products meet the aesthetic, emotional, and spiritual demands of a prosperous time, it will thrive.