Have you noticed that some brands, even without a logo, are recognizable from the first frame?
It’s not just about the design or the slogan. It’s all about the power of an emotional hook.
What is an emotional hook?
It is an element of communication that evokes strong emotions, such as motivation, inspiration, or even excitement. Emotions trigger mechanisms in the brain that help you remember information better. That is why Nike advertising is so catchy even when you don’t plan on buying sneakers.
Why is Nike memorable?
1. They speak to us in the language of feelings.
Nike doesn’t tell us about the characteristics of the shoes, it shows that you are capable of more. It evokes the emotion – “I can do it too.”
2. They create stories, not ads.
Nike’s commercials feature real people, not models, like aspiring athletes, children, and people with disabilities. So we can see ourselves in these stories, and that creates a connection.
3. They work with deep motivations.
Every Nike commercial conveys emotions of struggle, strength, and faith. These are feelings that everyone can relate to.
4. They build their brand around one emotion – self-belief.
“Just Do It” is about the state we want to experience. It is this emotional charge that becomes the cause of loyalty.
How do emotions shape loyalty?
When a brand evokes strong emotions in us, we begin to associate ourselves with it. The brain does not remember products, but the feelings they give. Therefore, when we need to buy new shoes, we choose not just a model, but the emotion that we have already experienced with the brand.
Nike did the main thing – it became a brand that sells not a product, but a feeling of victory. And that is why people return to it again and again.
If you want your advertising to also “touch” and form loyalty – work with the emotions that you put into the brand.
Emotions are what people remember the longest!