Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
Similarly, Airbnb’s mini-film “Breaking Down Walls” features a powerful real story of an Airbnb guest who took her father to Berlin to meet the man that guarded the opposing side of the Berlin wall at the height of the Cold War. The two men embraced as a respectful gesture of their peaceful intentions. The closing slogan “Belong anywhere” uniquely suits Airbnb’s sense of belonging to a community. Tributes . This technique used for brand distinction is reinforced when the slogan resonates with the intended target audience. For example, Dodge’s depiction of the grueling farming lifestyle is capped with the slogan “To the farmer in all of us.”
Embracing Everyone
Generosity
Originality . Few videos succeed when the explicit message seems too generic. Slogans like “don’t let obstacles get in your way” could be any brand’s claim to fame.
Originality
Non-Distinctive
“To embrace a stranger as one’s own. It’s in our nature.”
“Live every day like it's your last.”
VS.
“You are more beautiful than you think.”
“Don’t let obstacles get in your way.”
“To everyone fighting to come back stronger”
“He is not just a dog, he is family and a marine just the same”
“Belong anywhere.”
“Make the world a better place.”
“For those who dare to dream”
“To all those using technology to build a better world”
On the other hand, consider Shangri-La’s mini-film that dramatizes the exhaustive and fearful travel of a young man who collapses in a freezing forest with the sound of wolves surrounding him. This story’s denouement shows the young man in the warm embrace of wolves followed with the slogan “To embrace a stranger as one's own. It's in our nature.” The scene and slogan in this case extend Shangri-La’s brand image beyond an archetypal representation of courage and compassion. Instead, the storyline uniquely reinforces an association rooted in equality and sense of belonging.
As portrayed in the videos below, a special emotional connection is made when the content is directed to and felt by individuals sharing the life struggle. Imparted wisdom . In addition to tributes, one way for content to stir emotions is to have the portrayal of a heartfelt moment culminate in an explicit inspirational message. Notice in the following videos the profundity used to capture a concluding message of how we should see our lives. Many include
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