User talk:Jonessam2013/sandbox

Sam, this has the potential of becoming an excellent article and I can't wait to see it published. I would slightly rephrase the opening paragraph so as to make it more readable:

Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is considered successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully rationalized. It can have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love. Examples of emotional branding include...


 * In the history section, I am not sure whether you need to go all the way back to advertising in Egypt. Perhaps you can begin with mass maketing and brand identity and then quickly shift to Freud and Bernays. On Bernays I would spend a couple of extra-sentences and perhaps make a reference to one of his early campaigns (e.g. the one to make bacon and eggs the wholesome American breakfast). Perhaps you can also add a reference to Vance Packard's classic The Hidden Persuaders?


 * I would rename the Process section as Techniques of Emotional Branding and begin with the sentence that says "There are multiple processes for achieving..." (I would substitute processes with techniques). Since there are multiple techniques (or methods) I would list at least three of them. I would conclude this section by expanding on the three examples (Kodak, Beam, and McDonald's) that you summarize only in one section.


 * I would open the following section with a reflection on how emotions can be manipulated to induce an attachment to a brand. Here you need to dig deeper as it is not enough to list the emotions. For instance, it is not clear to me how fear and sadness can be manipulated to induce an attachment to a brand.


 * I would add a criticism section.Mdseriis (talk) 22:55, 21 February 2013 (UTC)

Suggestions for improving the page: More elaborate history with links to other Wikipedia pages Elaborate on each stage of advertising An abstract at the top Add additional citations More information on the subject for people that are unfamiliar with the subject. Examples criticisms concepts and theories advertising/communications models

Possible Sections: Context and relevance Goals Examples Criticisms Alternatives

Possible resources: Edward Bernays writings Rossiter, John, and Steve Bellman. "Emotional Branding Pays Off." Journal Of Advertising Research 52.3 (2012): 291-296. Communication & Mass Media Complete. Web. 11 Feb. 2013. <li>Portnoy, J. Elias. "Emotional Branding Isn't Hokey, It's Essential." Advertising Age 75.15 (2004): 24. Communication & Mass Media Complete. Web. 11 Feb. 2013. <li>Marken, G.A. "Emotional Branding: How Successful Brands Gain The Irrational Edge." Public Relations Quarterly 48.2 (2003): 12. Communication & Mass Media Complete. Web. 11 Feb. 2013. <li>Carl D. Marci, et al. "Winning The Super "Buzz" Bowl." Journal Of Advertising Research 49.3 (2009): 293-303. Communication & Mass Media Complete. Web. 11 Feb. 2013.

Jonessam2013 (talk) 16:24, 28 January 2013 (UTC)