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January 14, 2022 | Authored by: Rubi Cohen

Why emotion is (hands down!) the most important aspect of your brand

Let’s talk about feelings.

Yes, those same feelings and emotions that motivate our actions, define our moods, and make or break our relationships, are what drive our connection with brands too.

No business can ignore the fact that their brand will stir emotions among customers. The only question is: will they be positive or negative?

Bad blood and brands: Facebook becomes Meta

Facebook’s recent announcement that the company was rebranding to “Meta” was met with a certain cynicism in the market. The timing was all too convenient, suspiciously so.

After all, with the recent bad press surrounding Facebook, the brand had taken a dive in public perception. For many people, the emotions triggered by Facebook were negative. The new name Meta is an attempt to transform the brand image from narrow and tainted, to one that inspires a new maximalist vision of the world and the future of humanity. Will it work? Only time will tell. But the attempt to reposition the brand to once again drive positive emotions is a step in the right direction.

Brand emotions, based on relationships

In a saturated market, the main differentiator for brands is the capability to create and sustain positive relationships with customers. It is no longer possible to compete on pricing, and it is the rare company that can develop a product and service that is truly original and one of a kind.

Where brands can compete on an equal playing field is the game of emotions.

The way a customer feels about your brand will define the kind of relationship you can build with that customer.

We’re not just talking about tear-jerking commercials (although these can help!). Brand emotions are deeper than that. They come from consistent, sustained positive experiences that are authentic and meaningful for the customer. Granted, this is not easy to achieve on a mass scale. Providing an amazing and moving experience for one customer is entirely doable. Connecting with a group of customers on a mutual need or pain point is also fairly easy. But how can a brand create emotion-based connections with thousands (or millions!) of customers all over the world at once? Only with the help of technology.

Relationships based on subscription tech

Vindicia is a SaaS-based subscription management platform, but what we are really building is relationships. Our platform uses data to support dynamic relationships and experiences between customers and e-commerce brands.

We can do this because we have over 18 years of subscription data at our fingertips. But more importantly, we’ve developed the skill of analyzing and leveraging that data so we can build subscription models that are valuable for hundreds of millions of users.

Vindicia stirs strong positive emotions

Our tech solutions support some of the biggest brands in the subscription market, but it is the positive emotions that Vindicia ignites that make us a reliable and trusted ally for their subscription journeys.


About Author

Rubi Cohen

Rubi Cohen

Rubi Cohen leads marketing for Vindicia. Previously, Rubi worked at Amdocs, Vindicia’s parent company, where he held key marketing responsibilities heading the global digital marketing domain, introducing a successful online footprint, and impacting the global brand reach. With over a decade of marketing and strategic experience in creative brand building, marketing communications, creating and activating data-driven marketing organizations, Rubi brings a track record in developing marketing strategies that bring to life both internal and external organizational goals, articulating a unique competitive edge, boosting growth, and elevating business revenue and performance for tech and SaaS companies.