Why So Important and Relevant – Only an emotional benefit fulfills the ultimate need for self actualization, critical for creating a compelling, distinctive brand.

• Strong brands have an intense, emotional connection with the consumer. 
• Loyalty is built on feelings for a brand that go beyond a rational interest in how a product performs. 
• The key opportunity for brands is to develop a meaningful emotional relationship with consumers.

How It Works – E-Factor will measure how well your brand/marketing bonds emotionally with consumers, and how to strengthen this important emotional connection.

• Goes beyond the normative measurements for communication, purchase behavior and distinctiveness.
• Uses a four step process which covers initial emotional reactions, then probes for more specific feelings and why they felt that way.
• Includes open-ended questions so all possible emotional responses are identified.  The results are quantitative and hence projectable to the marketplace.
  

Key Benefits for Marketers –

• Enables clients to evaluate and improve upon the emotional profile of their brand, the essential component for building compelling brands.  
• Provides actionable insights on the current brand image, whether/how marketing initiatives enhance the brand, and can even uncover emotional “market gaps” versus competition and key category/consumer desires for new product development.
   

[1] Robert Plutchik (US, 1927-2006) Professor of Psychology at the Albert Einstein College of Medicine and recognised for his contribution in researching human emotions. He is the author of the theory: “Emotion; a Psychoevolutonary Synthesis (1980)