Archives for posts with tag: emotions


Watching Tiger Woods during a a major golf tournament is a great way of learning how to deal with failure. He has two way:

There’s the immature Tiger Woods: He curses, he slams the clubs into the ground, he stares down the gallery and their smart phones. That’s petty Tiger Woods.

And, there’s the mature Tiger Woods: He shakes his head slightly when the ball ends up in the rough, he takes his lumps, he ends a disastrous round, shakes hands and moves on to the driving range to correct whatever ailed him during the day.

Whenever immature Tiger Woods shows up, you know it’s not going to end well. He’s connected to emotions around failure, emotions all of us are trying to avoid, and the shame of personal failure leads him to emotional outbreaks.

The mature Tiger Woods understands that each round is a new opportunity: figuring out what didn’t work and redefine what his best work will be in the future. Immediately getting back to work.

Slamming your clubs into the ground might be sexy for the SportsCenter crowd. It won’t earn you a trophy.


It’s all about Big Data, right? Targeting, gathering information, using that data to deliver relevant messages, correct? Not so fast says Millward Brown, conducting an analysis of winning case studies from the IPA Effectiveness, Effies and Cannes Lions awards.

“This analysis serves as celebration of creativity. Advertising which is enjoyed, found involving, and stimulates the emotions in a way that other advertising doesn’t, should be encouraged and rewarded. But that doesn’t mean advertisers should pursue creativity at the expense of all else.

It has long been known that advertising needs to be underpinned by an appropriate strategy. This analysis adds another factor: branding. It is all very well for an ad to leave vibrant memories, but do these memoires link to your brand uniquely?

Branding has nothing to do with repeating the brand name and showing packs; it has everything to do with making the brand the centre of, and the reason for, the creative idea. The Marlboro Cowboy, the Hovis delivery boy freewheeling down a hill to the strains of Dvorak’s “New World Symphony”, the Andrex puppy and the Clio-driving Nicole and Papa, are all excellent examples of well-branded advertising.

There are many ways to brand an ad but, ultimately, it relies on creativity to integrate the brand, or an established branding cue, into the ad in an engaging way. This analysis suggests that advertising should also stimulate emotions; but there is no single emotion which works better.”

An important 180 by a company that brought you the “Awareness index”, a key metric that assumes that achieves its effect primarily by impacting memory – awareness and recall. Come to find out, emotion is pretty much everything.

As a professional that worked on the creative, media, accounting and planning side, I can assure you that creative work is not everything. You need to have a solid planning foundation, providing a platform to develop brilliant creative. And you need to have advanced communications and media planning to get your message heard, activate the audience and get the most of your owned platforms and earn media.

Problem is, the digital marketing industry has been in the grip of technologist, data nerds and spread sheets. They own digital marketing. That needs to change. Or we will continue to live in a world of tiny boxes being overlooked by customers. Guess works masqued as metrics.

Advertising was always about emotions. How come we forget about that?

Time to remember.


Plutchik’s three-dimensional circumplex model describes the relations among emotion concepts, which are analogous to the colors on a color wheel. The cone’s vertical dimension represents degrees of similarity among the emotions. The eight sectors are designed to indicate that there are eight primary emotion dimensions defined by the theory arranged as four pairs of opposites.

What does this have to do with marketing?


It gets more interesting when it comes to combination since humans are not likely to feel just one emotion. Blending is the real human experience.

Now, let’s explore this further. When you combine Fear & Disgust do you feel Shame? Anticipation & Joy = Optimism? Trust & Fear = Submission?

Many marketers are not using the full potential/spectrum of emotions in their communications. Utilizing Plutchik’s emotion circumplex will help you explore each human emotions to identify which are the best emotions to use or emphasize. Good marketers are great storytellers. But, all of us have words we overuse. We emphasize certain emotions and ignore others. Using Plutchik’s emotions helps you to explore all areas of human emotions to tell a better story.