Emotional Memory Over Awareness
đź’¬ How to Measure the Feeling Your Brand Leaves Behind
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đź’¬ Emotional Benchmarking: How to Measure the Feeling Your Brand Leaves Behind
Two brands sell the same product. One feels excited, the other comforting, and only one gets remembered. It’s not the offer, the pricing, or the UX.
It’s the emotional residue left behind after every interaction. And if you’re not measuring that? You’re not measuring your brand at all.
Why Emotions > Awareness in 2025
In a saturated DTC landscape, people don’t just buy what solves their problem.
They buy what solves it in a way that feels right. That’s why some brands make customers feel smart, others feel stylish, and others feel safe, even when they’re selling the same thing. Emotional positioning is the new moat, and it’s either strategic or accidental.
From Vibe to Variable: Making Emotion Measurable
Top-tier brand teams no longer rely on gut feel or static personas. They break their emotional brand profile into measurable clusters, like:
But here’s the kicker: you can’t define your own brand’s emotion. The audience does.
How to Benchmark Brand Emotion vs Competitors
- Collect Emotion Words from Reviews & Comments: Look for phrases like “finally,” “obsessed,” “overwhelmed,” “trusted,” “fun,” “premium,” and “reliable.” Cluster by emotion family, not just tone.
- Map Sentiment Gaps: Are your competitors being described as “life-changing” while you’re “solid”? That’s a red flag. You may be functional, but not felt.
- Turn Emotions Into Creative Briefs: Want to feel more “relieved”? Shift your product story to resolution, not excitement. Want to amplify “aspirational”? Lean into packaging, exclusivity, and customer language.
- Benchmark Over Time: Check how your emotional tone shifts by campaign, by SKU, or after CX updates.
Use Brand24 to track and compare emotional tone across 25M+ sources, from Reddit to App Store reviews.
Final Take: In 2025, how your brand feels will matter more than what it costs. If you’re not measuring emotion, you’re not managing the most valuable part of your brand.
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📽️ Reel of the Day
How the Reel Works
1. Story-First Hook - Opens with “This is Toby,” instantly human, no product in sight. Feels like a documentary or sitcom, not a brand reel. Creates curiosity through character, not sales.
2. Familiar Craving, Strategic Twist - Toby craves sausage & mash, a British classic. Jess swaps the mash for Bold Bean Co.’s white beans. It’s a comfort food remix wrapped in stealth health.
3. Third-Person Voiceover = Instant Trust - A narrator tells the story, not Jess or the brand. This creates emotional distance and subtle persuasion. Feels like a mini film, not a testimonial.
Broader Insights:
It wins by storytelling, not selling. Dad’s love for mash becomes a surprise bean upgrade. The call to action? Emotional, not transactional: “Give your Dad something unforgettable.”
Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰