‘Never work with animals or children’ said American actor and comedian W C Fields. But the bond between animals and humans can generate powerful emotional branding.
When it comes to building emotionally driven branding, animals can help tug at heartstrings in a powerful way.
Cartoon animals in particular, such as Churchill Insurance’s nodding dog or Purina’s black and white cat Felix can yield exceptional returns on brand investment if the message and creative work is done properly.
It’s a shame that many companies fail to use emotional connections with animals in the right way. But the worst has to be charities (not-for-profits for you readers in the USA). Having consulted for various charitable organisations over the years, it seems their understanding of how emotions – and subsequent feelings – are aroused is pretty weak at the best of times. Whether it’s homelessness, hunger, animal cruelty, persecution and abuse, the focus always emphasises the negative aspects of the cause they are raising funds to help eliminate. Continue Reading…