Branded Emotions: do you want to go?

Traditional marketing works with emotions. The task of the marketer to associate emotion with a specific product .

Beeline's advertising brochure consists of a series of compositions that depict some emotional state. A woman, smiling, looks at the cake - the signature " enjoy ." Portrait of a man in unusual sunglasses - " surprise ." Girl bent lying on an inflatable ball - " improvise ." A couple of young people sitting on a bench - " fall in love ."

To evoke emotion, advertisers used behavioral cliches. Everyone understands that if a guy with a girl is sitting in a park on a bench, they are in love. Look at the cake, anticipating pleasure. If the girl climbed onto the ball, it means her sausage. Unusual glasses are worn to surprise friends.
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The cake, glasses, ball and bench are painted in the company's corporate colors. These emotions become associated with a particular company and become Branded Emotions . The consumer stops the taxi not so much for the trip, but for the sake of drafts. But for our operator this is not an end in itself, because he does not trade in emotions - he sells phones. The advertiser can put strips on the product, but he is not ready to paint the emotions themselves - only Imaginary is capable of this.

By applying Imaginary Marketing, the Beeline pamphlet would consist of blank sheets, each with only one word meaning emotion: amaze, fall in love, enjoy.

But which product will the consumer buy in this case? And no - he will simply experience the emotion immediately after he opens the brochure. But then he will definitely open a browser and type in the address bar of www.beeline.ru to share his emotions with other members of the community.