• Ronald posted an update in the group Group logo of Experiential Innovation Experiential Innovation 6 years, 2 months ago

    I don’t know about you all, but I’m getting a little fed up with how businesses seem to forget how to connect on an emotional level. 🙁 Michael’s article Experiential Innovation for Bankers talks about how product and channel innovation occurs on a different level than experiential innovation because one deals with rational thought while the other deals with emotional thoughts. Do you have any times where you were rationally and emotionally drawn to something a business offered? For me, it is a glass bottle of coke. 😀 I had my first one with my dad while we were on a camping trip, but I always knew about it because of the commercials I saw on tv. I wanted to be cool and share the things that coke represented with the world. It was tasty, refreshing, and had such a great message. I am definitely a Coke fan! 🙂

    • When I was a kid I was raised in New Jersey, playing out at the park and then enjoying the snow during the winter. When it was too cold I would be inside and play video games with my brother on my Nintendo. I remember I wanted it because there were magazine articles about it being so much fun and using your imagination. I think it was a picture of a kid playing a GameBoy but with a thought bubble with lots of different pictures in it. Seeing that made me think about how these video games could help me see and play with all the things I imagined. To this day, I look at Nintendo as a brand that creates fun, exciting games to play. However, I also see it as a way to escape reality and make my imagination come to life. I see the brand as the big innovator, someone who is always thinking up fun new ways to see the world, and because of that I always buy their products as an escape from reality. For me, it makes sense because it is fun to just play video games every once in a while, but more importantly there is that bond that makes me feel like I am letting my imagination run wild when I am using their products.

      • Would you say that the imagination side of your decision to view Nintendo in a positive light is what is important, especially considering how there are other brands that try to do the same thing? Maybe more like a bias towards them?

        • It really was never about being biased towards the brand itself. I would say it is more of a connection with the brand; I grew up, lived, and evolved with the brand over the years, and attached to that brand are memories that carry so many emotions. The opportunity to enjoy those emotions again, even if in reminiscent fashion, is worth staying loyal to a brand. That is exactly how a brand builds loyalty – through the emotional ties and memories associated with the product.

      • That sounds like a great memory and reason to like the brand! 🙂 Something you grew up with always gives you that warm fuzzy feeling inside 😀 It doesn’t matter if its something fancy like a shiny new MacBook or a dinky little kazoo, when it makes you happy and brings up those emotions then it’s definitely sentimental!

    • It is a difficult task to blend the rational and emotional minds to create a product that will appeal not only to the individual but also to logic. In many cases the product fails to deliver on one front, ending up as a simply rational or emotional purchase. It is when the lines are blurred that there is truly a cult following behind a product. While the product does serve its intended purpose it also commands emotional cues within the buyers, making them experience what is believed to be a sense of longing or yearning for the product. The closest thing I can akin this to is the fanatical desire to have Apple products. While I, myself, am not such a dedicated fan, I have observed how people are willing to wait in line for days just to be the first to use the new devices. Yes, the device does its intended task as a phone, computer, or tablet, but there is also that emotional cue that instills a sense of belonging and joy to the buyer. Just having the device makes the purchaser happy, happier than they would be with a comparable device from another manufacturer. Without the brand there is no euphoria or excitement – it is just another rational product to purchase. When I was much younger I had that same sense of attachment to Marlboro cigarettes, though not to the same extreme. I was an avid smoker, but only because of the feelings I felt when smoking Marlboro cigarettes. Nicotine was something I craved, but when I smoked other brands I felt as if something was missing and I was smoking just for the sake of smoking. However, when I smoked Marlboro cigarettes I felt like I was at ease, carrying a sense of awe and superiority among my peers. I continued the habit into my middle years before quitting, but the entire time was difficult because I still craved the physical comfort and the boost to my esteem. Yes, it was a dirty habit, but I agree – you can become attached emotionally to a product.

      • I believe that there is a mental pull towards products you are familiar with, similar to how you are drawn to those with whom you share a strong connection or bond. This can be applied to a relationship with a bank in the sense that you are more closely tied to the banks that provide the best, most personal service to you. I had banked with Bank of America and Nevada State Bank and noticed that I closed my Bank of America account not because they did not provide me with the proper tools (quite contrary, their options were a little bit better than NSB) but because whenever I dealt with one of their representatives I felt like an account number instead of a person. It is amazing that I would willingly avoid the rational choice in favor of the emotional one, but in my sense the combined value was greater for NSB than BoA.

      • Is it the emotional attachment or just being used to doing something? Kind of like how you get used to going to a certain gas station or drinking a certain brand of drink.

        • From my perspective it is an inclusion of both the emotional factor and the habitual process of using the same product. Situational conditions apply, but as a whole there is usually a tandem approach by your emotions and your instincts to be biased towards one product or another. It is not always the case, but I believe that there is a combination of factors that plays into the decision-making process, with emotions and force of habit reigning as dominating forces.

      • You know, Stan, cigarettes will kill you 😉 I’m just teasing you 🙂 But this goes with exactly what I was asking about. Physically you wanted the nicotine – it’s an addiction. So rationally, it made sense to buy it and smoke any cigarette, right? But emotionally you wanted the Marlboro brand. You can’t really explain it all, but that’s just the way it is sometimes. Thanks for sharing your story! 🙂 Really goes to show it doesn’t matter what kind of product it is – you just get attached to some! 😀

    • I’m not too sure I get what you mean by emotionally and rationally drawn. What kind of emotions are you talking about? Do you mean when you buy it you feel happy? Or is it something like when you use it you feel special?

      • I feel like this sort of situation refers to any sort of positive emotion that can be invoked. Emotions help you make decisions during your everyday life, and when you are happy you tend to act more positively towards the person or thing giving you joy. Whether is it buying something or using something from them, it is the positive emotion that makes you come back to them.

      • What I’m trying to get at, Dean, is that there are things that make you smile and happy. I’m talking about way more than it should because you are connected to the product. Maybe you’re happy or you feel special, maybe even both 🙂 What I wanna hear about is something that you like to buy, makes sense to buy, and want to buy because you are just drawn to it 🙂

    • People think with their heads, especially when it comes to important purchases. You can buy a soda because you have some sort of connection to it, but are you going to think the same when you buy a stove or a fridge? I’m glad you can have your childish little fantasies about how emotion plays into what you buy, but let’s be real. We buy things because they’re useful and we decide on what we buy based on what makes sense. I wouldn’t buy a $20 box of cereal when there’s a $2 box next to it, even if the $20 box had pictures of puppies on it. Maybe you would, but I wouldn’t. Now let’s make it more realistic. If I wanted to buy a house and it cost $400k but the house next to it is completely identical but was made with less waste, making it cost $500k, I would still end up buying the $400k house. Even if I wanted to try to save the planet I wouldn’t spend an extra $100k just to have a house with a little less plastic waste. When things are more expensive and more important your emotions play less of a role than your wallet.

      • I won’t try to argue with that logic because it makes sense. 🙂 Yeah, we are more logical when it has a bigger impact on our lives. Heck, when it comes down to it I think with my wallet a little more than with my emotions anyways. 😀 But still, when it’s something small I think you can go with your gut more than your wallet. Kind of like buying a small candy when you really shouldn’t – it will make you happy and it might remind you of your childhood days 🙂