Mindshare Strategy

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Every now and then, there’s a commercial on television that makes no sense.  When I was a kid, there were Jeep commercials that had nothing to do with the actual vehicle they were advertising.  Then again, many car commercials today still have nothing to do with the vehicle they’re promoting.  It’s misleading, but it’s also smart branding.

The marketers in charge of these campaigns are getting you to make a purchase based on emotional equity rather than intellectual equity.  This is the difference between “heart share” and “mind share” — you aren’t buying because it makes sense, you’re buying because it feels right.  The product in question embodies something familiar from your past, encourages you to some ideal, or in some way speaks to the emotional drivers of your character.  In reality, though, this might be the wrong product for you, but you buy it anyway because you resonate with the message.

Lately, a new commercial along these lines has been frequently on the air.  I’m referring to the plethora of “do what you love” Blackberry advertisements like this one:

Rather than explain product features or discuss benefits, the advertisement tries to tie in with the emotions that drive you in your daily life.  The subtle back message is that a Blackberry device will empower you to do what you love, but that argument is never made or really supported.  Instead, they show a montage of individuals overcoming one challenge or another to better their own lives.

Everyone loves an underdog story, so naturally we’re all drawn into this message.  I’m sure this commercial has managed to sell at least a handful of the pricey smart phones.  Actually, when I’m watching TV late at night I’m even drawn into the message and almost convinced I want a new Blackberry for Christmas.

Working with heart share is a tricky skill.  If you can do it right, you end up with a fiercely loyal base of repeat customers who buy your goods despite high prices or low quality.  The problem lies in not living up to the story you’re selling.  If you drift too far into over-promising emotional satisfaction, the backlash will be unforgiving.  Tread carefully when hinging your marketing strategy on emotions.