https://www.youtube.com/watch?v=UsBJ1BzmB4A
“What drives consumer behavior or action is always emotion,” said Luciano Castellucci, M.A.—brand consultant, entrepreneur, and managing partner of AHORA Branding—during the conference “Insight: Pain as a Starting Point for Brand Building.”
The event, organized by the Graduate School of Business, was streamed online on Thursday, October 13. It was part of the Management and Business Lecture Series.
Different types of pain
“Insight is a fundamental aspect of marketing and involves uncovering a hidden pain point. It’s what we all sweep under the rug.”
According to the expert, without a powerful insight, it is impossible to build a relevant brand. There are different levels of insights: some relate to the product or brand, while others are personal.
Some examples of insights include: “Being a mother is the most beautiful job in the world, but also the least recognized.” “Men don’t share household chores equally.” “My family comes first because they make me happy, but I can’t stand them.”
The Hidden Emotion
When it comes to shopping, emotion usually trumps reason. “Emotion travels faster through the human body than reason. Emotion is instantaneous. Reason comes later to justify what we feel, but initially, it is emotion that determines whether we like something or not.”
“Insights involve identifying a painful emotion and working through it.”
Castellucci added that, since these feelings aren’t immediately apparent, they’re hard to pinpoint. “Insight is the key to emotion.”
Feeling pain
“An insight is a universal concept and a pain point. When you touch a person’s wound, that person reacts and is moved. That’s when behavioral change occurs. That’s where the momentum lies. We need to leverage that insight to get consumers to switch to our brand,” the expert explained.
“We tend to think we’re the only ones experiencing certain emotions, but the problems we face are often quite common. Insight allows us to realize this, connect, and empathize.”
“It’s about understanding what the other person is going through, what their pain points are, and how the brand, product, or experience we offer will address them,” said Castellucci.
Castellucci pointed out that, in order to create meaningful communication, brands must identify insights, bring them to the table, and address them. He concluded: “The more powerful the insight, the stronger the value proposition. The better we understand our audience’s pain points, the stronger the connection we’ll build with them.”