Looking for a quick hit of strategic inspiration? A dose of oxytocin in brand form? We found five examples that are hitting the mark by moving people. Emotional connection for the win.
Over recent years, the rise of emotion has been undeniable. The following five brands—across diverse categories and including one of Emotive’s own clients— offer proof that the era of emotion has arrived. Can you feel it?
1. Unlocking the potential of those who advance the world.
Boston Consulting Group (BCG), global consulting firm.
Many brands claim to be human-centered, but few actually are. BCG’s succinct yet powerful premise—supporting the leaders who move us all forward—is inherently emotional and deeply human. And it’s refreshing to see that emotion and humanity is injected throughout the brand, even in how insights are presented.
Acknowledging the unique challenges of leadership today, and rather than preaching from on high, BCG presents expertise in a relatable and trustworthy way by inviting chief executives to “Hear from Fellow CEOs.” Their CEO Moments of Truth YouTube videos attract hundreds of thousands of views each.
The brand is also emotionally bolstered by fostering strong, ongoing relationships with past employees, referred to as alumni and considered part of the BCG family. BCG’s Alumni Program includes a learning library and events to connect current and past employees.
We get the impression that, through and through, BCG walks the walk in “unlocking the potential” of the people it serves and employs. Good feels all around.
2. Clean feels good.
Clorox, multinational manufacturer of consumer and professional products.
Clorox’s latest campaign, “Clean Feels Good,” pivots from the science of disinfecting to the emotional upside of cleanliness. They teamed up with a neurotech firm to measure and show how the everyday act of cleaning–far from a mere burden–is for many people a proven way to boost mood and foster a sense of wellbeing.
We notice that spot-on (or off) expertise, as seen in their online database of practical cleaning tips, is balanced with touches of emotion throughout the Clorox website, as in, “Follow our tips to save time, money and possibly the day.”
More than ever, Clorox positions itself as a health and wellness company that exists to help people thrive–not just kill germs. They don’t just grab attention by challenging expectations, they earn engagement and loyalty by highlighting a source of joy hiding in plain sight.
3. Powering the inclusion economy.
Katapult, leading omnichannel lease-purchase platform.
Spanning B2B and B2C, Katapult, an ecommerce-focused FinTech company is one of Emotive Brand’s clients–and an example of how feeling elevates brand in any sector.
With empathy and optimism, Katapult challenges the dreary status quo of retail purchase plans, dominated by predatory rates and gatekeeping via credit scores. A friendly, buoyant brand identity showcases a fresh point of view: Seeing the good in people is good for business.
For retailers, Katapult encourages openness to overlooked, unfairly excluded consumers. For shoppers, Katapult opens doors to major purchases, central to quality of everyday life but too often out of reach. We enjoyed the collaboration, and the chance to help level a playing field tilted for too long.
4. / Keep your options open.
Red Hat, leading provider of enterprise open source software solutions.
In an interesting twist, Red Hat’s recent marketing humanizes AI to show its potential flaws and differentiate the company’s offering. The result is a message that connects emotionally–as opposed to relying solely on the kind of forgettable AI technology proof points in which we are all now drowning.
The campaign ties back seamlessly to the compelling, central brand premise–creating better technology with open source. Rather than a bland functional claim, the concept of openness infuses the entire brand with purpose and feeling: Open source, open culture, open to possibilities.
As Red Hat explains on their site, “Red Hat exists not only as an enterprise software company but as a catalyst for change, built on the belief that open unlocks the world’s potential.” We appreciate the tight connection between the functional and emotional, a hallmark of the strongest brands.
5. Own the dream.
Rocket Mortgage, major online mortgage lender formerly known as Quicken Loans.
Rocket Mortgage’s recent rebrand is a dramatic example of leaning into the power of emotion. While homeownership is treated as a numbers game by most companies in the industry, Rocket has opened the door to deeper connection with prospects and customers.
They now show up with warmth, humanity, and recognition that what they offer is more than home loans—it’s the fulfillment of a deeply meaningful aspiration for most people. The brand shift is especially powerful in an uncertain economic climate, when many are doubting their belief in the classic American dream.
Visually and verbally, the new brand tone is clear, from a more approachable logo, simpler data identity system, and a voice of understanding and encouragement for customers making big financial decisions.
Even in small moments, Rocket finds ways to engage. The online application funnel feels helpful and human, like when they explain that “prequalified” is just “another way of saying ‘let’s estimate what you could afford.’” After all, in a lengthy transaction as emotional and momentous as buying a home, a little empowerment at each step likely goes a long way.
