Every day you should have some laughter, you should spend some time in thought and you should have your emotions moved to tears of joy or appreciation. If you do that, Jimmy V said, you will have a wonderful life. Indeed, we are all built with both the ability and the need to move our heart, mind and soul in ways that make life richer.
I believe that more of this should come through in our work.
Many brands pick an emotion and stay there. Jack In The Box brings humor, Uniqlo embraces irreverence, Southwest is always fun. This, of course, is a proven way to go and is often a solution that can pay dividends for years.
Another way to go is to work at varying emotional speeds. It's made possible when a brand stands on very high ground and allows marketing to explore the natural range of human emotion within that ground. VW has been re-focused around "the people's car," which is a nice example of this.
A second example of this is Expedia whose "Find Yours" campaign from 180/LA began with some joy and is now sharing a different side of travel with the powerful message of "strength"...
Varying emotional speed is a beautiful form of marketing. It's harder to find. It's much more difficult to do. Yet it appreciates, perhaps more so than other strategies, that on the other end of the product is a person and that people have days where they laugh, they cry and they have some thought.
Doesn't it seem like brands who operate at different emotional speeds feel as if there's people like us working there as opposed to just advertisers? I think so.