Mean It Like You Say It

by Aaron ShieldsSep 01, 2010

In the October 2009 issue of Fast Company, Dan and Chip Heath, authors of Made to Stick, highlight a tactic that is quickly becoming the go-to strategy in the business world: Selling products with emotion.

But, as the Heaths recognize, emotional tactics often fail to measure up to anything other than a sticker put on a bottle.

The companies that will really shine and last will be those that don’t just say it, but also mean it. Dove’s Campaign for Real Beauty could have easily been just another marketing campaign aimed at selling soap. But, Dove chose to back up its claim by supporting self-esteem programs for girls and launch a Web site dedicated to helping parents instill self-worth in their daughters.

Emotional appeal isn’t something inherent in a product; every product can be clothed in a wide range of emotional fabrics—figuring out an emotional match to your brand is only the first step.

But, rather than making your brand the emperor without clothes shouting false claims to the public, mean what you say and show it with your actions.

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