In today’s chaotic and divisive world, it can be difficult to identify many new happenings that make us feel encouraged and optimistic. Two events that are currently dominating our news are the I.C.E. driven protests in Minneapolis and inspiring heroics at the Olympics in Italy. The juxtaposition of these disparate experiences reveals some heartwarming values, however, that most people genuinely crave. And these values are also critical for successfully positioning and marketing a brand.
The Power of Emotions
Neuroscientists have proven that emotions are the most influential ingredient for decision making. Smart branding focuses not so much on what a product or service does, but how its promise makes one feel, which will ideally lead to action such a purchase decision.
The negative reaction to the ubiquitous presence and bullying of I.C.E. in Minneapolis has been exacerbated by the lawlessness of their tactics (entering homes, cars, schools, etc.), detaining so many innocent immigrants, and two terrible murders. Trump claims they are arresting only the “worst of the worst”, but the facts in Minnesota show otherwise: about 4,000 have been detained, 560 of them have had minor infractions (e.g. a speeding ticket), and only 30 (<1%) accused of a violent crime. This is consistent with the national average of only 5% of those detained have been convicted of violent crimes (source: Economist).
These intimidating, menacing tactics of I.C.E. caused an unprecedented uproar not only in Minnesota but also throughout the world. Public reaction reflects a combination of shock and extreme anger, emotions that have galvanized a passionate yet huge, well-organized, peaceful protest. The NY Times conservative journalist, David Brooks, called these protests “disciplined and humane”.
The winter Olympics also reveals the power of raw emotions. Under unbelievable pressure, the adrenalin inspired emotions are crucial for high performance. This was evident in the stunning uphill sprint to give the Norwegian Olympian skier, Johannes Klaebo, another gold medal, and the brave cross country ski race by Jessie Diggins overcoming severe pain from a previous fall, to garner a silver medal.
The Allure of Unity
A powerful brand can engage its customers with a story and promise that resonates with a targeted segment of its audience. The challenge is to convince enough people that despite varying tastes or habits, they can feel more satisfied with a common, relevant experience.
The anguish in Minneapolis caused by the intimidating actions of I.C.E. brought the local population together where they showed the courage to assemble in peaceful protests in sub-zero temperatures (i.e. courage that Congress lacks). In addition, local businesses offered free food and residents delivered meals to families who were afraid to go outside. A new, captivating feeling of community togetherness evolved, uniting protesters all over the world to a single cause – containing the alarming atrocities of I.C.E., a remarkable accomplishment in a world of acrimony and divisiveness.
This inspirational unity was fully demonstrated in the Olympics too. What was indeed heart-warming was how these Olympic stars embraced their competitors with congratulatory hugs, support and kindness after each event. Such positive acts of reaching out to another country’s athlete was most clear when America’s prominent figure skater, Ilia Malinin, after he squandered a medal from his two falls, then hugged the winner, Kazakhstan’s Mikhail Shaiderov afterwards.
Seeing is Believing
The strongest way to convey a brand’s benefit is to show it. Nothing is as powerful for credibility and impact as a clear demonstration of what a product does for a customer.
Today everything seems to be on video. Recording an event has proven to be overwhelmingly convincing. Walter Cronkite claimed we lost the Viet Nam War because it was the first time people could view a war’s horrors on TV. The Chicago police brutality at the 1968 Democratic convention was televised with protesters shouting, “the world is watching”.
In Minneapolis the cell phones of demonstrators captured the shameful aggressive tactics of I.C.E. Most important, these videos clearly showed how the killing of Renee Good and Alex Pretti was unwarranted and outrageous. Furthermore, they contradicted unbelievable claims by Trump, Bondi, Noem and Miller that the victims caused these murders, and they were “terrorists” and “would-be assassins”.
There is nothing more exhilarating than witnessing the awe-inspiring performance of these Olympic heroes. Drone aided coverage of daring races is truly memorable. The net impact for most viewers is a combination of captivating emotions, shared support and enhanced appreciation from the visual, all key values for smart branding too.
