Marketers may soon find their brands measured by heartbeats as much as by online surveys and social media engagement. New technology allows companies to study facial responses, vocal inflections, and other emotional cues that reveal how consumers truly feel about brands and experiences.
Most marketers are familiar with the concept of brand positioning and Al Ries and Jack Trout’s book, Positioning: The Battle for Your Mind. When it was published in 1980, marketers could not have imagined how technology—the Internet, social media, streaming video, and virtual reality—would create new opportunities and challenges for them, much less how these new channels would affect their brand positioning strategy.
From our earliest days, stories have transcended generations, delighted and engaged us through emotions, and connected us to others. Stories are the common ground that enables us to communicate, overcoming our insecurities and our differences.