Moving emotion to the start of the innovation process can help companies increase their emotional intelligence.
The author recommends brands to sharpen their emotional intelligence. This can be done by considering emotional intelligence as an asset that can be monetised, has an economic benefit, and contributes to the improvement of brand performance.
Businesses can also transform data into intelligence and use it to build emotionally engaging experiences at the strategy level. As per the author, when brand affect or emotional intensity increases, so does the target audience’ trust, loyalty and spend.
Brands should also use emotional intelligence to drive strategy that aims to understand the customer in a much deeper way. This must be done before using data and insights to inform creativity, marketing, and innovation, because, “to get consumers to act, we must first get them to feel”.
[7 minute read]