We live in a world filled with noise.
Every day, hundreds if not thousands of brands compete for our attention.
To get through the day with our sanity intact we filter the messages we notice and respond to.
We push away the brands we don’t trust or emotionally connect with.
And we pull towards us the brands we do connect with.
Brands with close customer relationships have a positive supply of Emotional Capital.
Emotional Capital is the accumulation of associations and intuitions about the brand that are built over time.
+VE
Emotional Capital
-VE
Emotional Capital
Brands without close customer relationships, those unheard and rarely seen, have a negative supply of Emotional Capital. They actively repel potential customers.
How We Calculate
Emotional Capital
This is the brand’s Emotional Capital current account.
This is the brand’s Emotional Capital savings account.
“I would buy this brand”
The Emotor score provides a value for the brand’s instinctive appeal.
The CLOSE score provides a perspective of the brand’s considered appeal.
It asks customers to respond to specific emotional attributes of the brand.
Users
Users
score
The higher the emotor score, the greater the number of new customers a brand can attract.
The lower the emotor score, the greater the number of lapsed users a brand will have.
A brand’s emotor score correlates with customer loyalty.
And within market consideration. High levels of Emotional Capital ensures the brand is on the shortlist.
Emotor directly correlates with a brand’s CLOSE scores. So, to earn more Emotional Capital and benefit from closer customer relationships, a brand needs to increase its CLOSE scores.
A brand’s CLOSE score will identify where it struggles to emotionally connect with potential customers...
...providing a clear focus for marketers looking to improve their brand experience across the customer journey.
We can also use emotor to identify future opportunities and diagnose future problems.
Based on purchase behaviour we can see where emotional capital is low amongst existing customers, and where it is high amongst non-customers. Providing a defend and attack strategy for growth focused.
We can map your category to show which brands have low levels of Emotional Capital
And which brands have high levels of Emotional Capital
That are helping them build closer customer relationships
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in touch
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WC2E 7AU