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Can brands make us happy? (Brands // Happiness (Coca-Cola, McDonald's,…
Can brands make us happy?
Brands // Happiness
Coca-Cola
McDonald's
Dove
...
Steve Quartz
emotional purchases = unconscious
activation of the medial prefontal cortex
seeing something cool // receiving a compliment
"Adding visual and social coolness to the packaging will increase attention and sales"
P&G - Herbal Essences
Happy appeal
Happy language
New product's names
Riddles
Top 10 products for shampoo
Examples
McDonald's
Pay for purchase with gestures of love
from 30% positive/neutral to 85%
Coca-Cola
website with happiness quotes, music & tips
Tips to add happiness to your brand's marketing
Learn What Moves Your Customers
What's the style, color, energy, art preference of your target consumer?
Example with the white car
Know your Data
Focus on data aligned with emotions
Share the Love
Have fun --> contagious