'Can you briefly explain what emotional branding is and why it is so important.
Emotional Branding is about this amazing relationship and connection people have with some brands. But I wrote my book Emotional Branding because I could see that people loved brands but unfortunately brands did not love people back. I thought it was critical to mend that relationship. I could observe that the trusted relationship that people had with brands was eroding and that brands did not see their res- ponsibility towards society as an important element of their vision.
This is what emotional branding is all about, a unique oppor- tunity to act, talk and deliver your products or ideas with the same integrity and responsibility as you would to friends or even, as Stew Leonard, a famous grocer in Connecticut would say, “as you would to your mother.”
Do you think environmental awareness and caring for the planet is something we do for rational reasons, or is it starting to touch us on an emotional level?
It is totally emotional. We know and younger generations know even better that they will inherit a world that has been totally trashed. If you have seen the movie Wall- E you get a sense of where consumerism can lead to and how bad the impact of too much irresponsible consumption has on our world.
I believe that people still want to buy brands and find in brands a way to dream, express themselves or connect with others but what has changed is that people want to know now where all those products they buy are going to end up. There is a heightened sensitivity to be responsible with the energy we use and the sustainable nature of products. Brands that will be able to address those issues will have an advantage.
It is interesting to see now that in most universities I visit in the US, students do not carry plastic bottles as they used to but containers that are refillable. This new ecological consciousness is one of the most emotional issues right now with most people around the world and is here to stay.'
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