How media can help a brand deliver emotion

Is the role of media in delivering relevance and difference in brands fairly easy to demonstrate? Today we shall  examine how the right media channels can help a brand convey emotion, by either indirectly enhancing a brand’s message or evoking feelings in relation to the brand itself.  Millward Brown believes that the brand’s media environment provides an emotional context that can transfer to the brand and its communications.

Leveraging Consumers’ Media Emotions

Consumers feel strongly about the media they use; as a consequence, we know that they have a sense of some media being appropriate or inappropriate for some brands and categories. In both qualitative and quantitative research settings, consumers accept or reject various media options for particular brands on what seem to be largely emotional grounds. They may see a vehicle as being too youthful, too light-hearted, or too serious for a brand.

Clearly, consumers see that the medium has a role in saying something about the brand—and this information may be very useful to a brand that needs repositioning. A brand that is struggling with perceptions of being old-fashioned and out-of date may choose to go all out in new media to signal a more contemporary or youthful face to consumers. In a recent study in China, we saw that online advertising was key to building “modern and contemporary” perceptions for a global drinks brand.

First generation banks (and brands) in Nigeria can take a cue from this perspective as they seek to create continuous relevance and value in the minds of the banking public.  The youth perceive the heritage and stability of these banks (and brands) as conservative and traditional, and by changing their media mix, the banks/brands can overcome this perception.

Even the simple idea of being on TV may signal something important. In China’s developing consumer market, people have more faith in “big” brands because they seem more trustworthy and reliable. A brand that advertises on TV and on CCTV in particular, is assumed to be big and trustworthy, especially by the less sophisticated consumers of inland China.

  This principle motivates many brands in many countries to invest in TV advertising, but it is most relevant for new challenger brands that are seeking to establish their credibility.

Emotional Transference from Associated Content

The other factor that can deliver emotional meaning to communication is the content in which it occurs. Highly engaging content is believed to lead to heightened attention during commercial breaks. So if advertising around engaging content leads to increased attention to ads, we think it is reasonable to assume that advertising around specific types of content may transfer the emotional associations of that content to a brand. For example, advertising during serious TV dramas or news programmes could lend gravitas and credibility to an insurance company or a financial service provider. Comedy might be a better venue for candy, snacks, or fun vacation destinations.

The choice of media can make or break the relevance of a brand’s communication through its ability to carry messages to the right people at the right time.  Is your brand mixing with the right media?

Mike works with MillwardBrown Nigeria