Emotional Branding: Dragons and Storytelling
How changing the conversation on an emotional level can change everything
Last week, we discussed how emotional branding can effect change. In particular, we focused on the fear of gun violence in our schools. The goal was not to debate the issue itself, but rather the effect of the branding initiative surrounding the topic.
This weeks entry involves an entirely different subject, but the use of emotional branding remains the same. It shows how powerful marketing can be when you dig deep to provide opportunities for your audience to see how your product or service can benefit and enhance their lives.
For many parents, the struggle to find a balance between work, life, and family is all too real. The University of Phoenix’s latest national campaign “Discover Your Wings,” shows that it’s possible to pursue a degree while still raising and supporting a family.
And it all started with a children’s book
The campaign, which was developed by 180LA, includes a 60-second commercial that features a young boy reading from the University of Phoenix’s original children’s book, “The Dragon Who Learned to Fly”. The book was co-authored by 180LA art director Elizabeth Lay and 180LA copywriter Jim Goodrich, focusing on a mother dragon who was too busy to learn to fly.
The story focuses on the struggles that most University of Phoenix students face. Families working to better their lives and still keep up with everyday life. The campaign honors the commitment of working parents who find the time for education without sacrificing raising a family.
The campaign does an amazing job of positioning themselves in the hearts and minds of their target audience. It also demonstrates how effective emotional branding can be when delivered in the right channels.
In addition, they manage to demonstrate what makes them different in a crowded world of online universities. They do so in a way that gives potential students an opportunity to envision their own stories taking flight.
Forming emotional connections with your audience helps break through the clutter. In doing so, your message will better demonstrate how your service or product can enhance their lives.
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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to subscribe to our podcast.