{"id":31364,"date":"2019-11-08T09:36:46","date_gmt":"2019-11-08T08:36:46","guid":{"rendered":"https:\/\/brandsmith.es\/las-marcas-necesitan-empatia-que-cree-valor-en-los-terminos-del-usuario\/"},"modified":"2019-11-08T09:39:37","modified_gmt":"2019-11-08T08:39:37","slug":"brands-need-to-empathize-to-create-value-in-the-terms-of-their-users","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/brands-need-to-empathize-to-create-value-in-the-terms-of-their-users\/","title":{"rendered":"Brands need to empathize to create value in the terms of their users"},"content":{"rendered":"\n

Whiplash Team, November 8th 2019<\/strong><\/h2>\n\n\n\n

Brands need to empathize to create value in the terms of their users<\/h3>\n\n\n\n

Put yourself in the shoes of another. Think, feel, get emotional from the other\u2019s perspective, leaving behind, for a moment, your own. Connect with the other\u2019s emotions, values, \u200b\u200band needs. When talking of brands, with their users\u2019 emotions, values and needs. What for? To create value from empathy, meaning, in the consumer\u2019s terms. To connect its purpose, its reason to be, with what interests, excites and moves its customers. Why? Because persuasion is based on empathy. That is, on the ability to understand what he needs, why he needs it and when he needs it. <\/h4>\n\n\n\n

That is key\nfor empathetic brands, which manage to persuade their customers by listening\ncarefully to what they demand, transcending market research, truly\nunderstanding what they need or what they expect from the organization. At a\ntime when companies collect daily huge amounts of information about and from\ntheir users \u2013either through social networks or several direct interaction\nchannels\u2013, we might think it is easier than ever for brands to be empathetic.\nMany do use empathy to drive actions, to do things that improve people’s lives,\nadding value to their clients\u2019 daily lives or connecting with their concerns\nand the way they see the world.<\/p>\n\n\n\n

Users want\nto establish a special relationship with their brands. They expect brands to\nunderstand what moves and worries them. From sexuality to environmental issues\nthrough to their physical appearance. In fact, a key answer in studies\nmeasuring brand emotional intelligence in connection with consumers is:\n“It understands me.” And that is crucial. It is not so much about\nhaving a lot of data, or about personalizing experiences to the point that they\nbecome invasive, but about understanding. It is about listening carefully,\nputting aside our own judgement and assuming the other\u2019s as own.<\/p>\n\n\n\n

Dove, the\npersonal care products brand, is a good example of creating value in users\u2019\nterms. In 2004, Dove turned their campaigns around and began talking to women,\nnot about the ideal of beauty they should achieve, but about how perfect they\nwere as they already are and how their products were made for real women. That\nchange of course saved Dove and positioned it as category leader. Before then\nthe brand wasn\u2019t appealing to its audience. It commissioned a study to make the\nbrand more \u201csexy\u201d but researchers concluded that Dove users did not want a\n\u201csexier\u201d brand, but one that made them feel good about themselves. At first it\nwas not easy, because the members of the board of directors did not buy the\nidea. However, after seeing the results of a focus group, in which their wives,\ndaughters, sisters, and mothers took part, they managed to put themselves in\ntheir position and understand \u2013from the closeness of the women of their own\nfamilies\u2013 what they needed.<\/p>\n\n\n\n

The\ncampaign was empathy translated into concrete actions. They were talking about\na reality \u2013that there are fat, skinny, young and not so young, imperfect women;\nthat not all are or want to be fashion models\u2013 and this increased sales. Once\nDove managed to connect with the thousands of women\u2019s need to feel cherished\nfor what they are, as they are, creating emotional value for them, it settled\nin their hearts and in their shopping baskets.<\/p>\n\n\n\n

An opportunistic message capturing society\u2019s worries at a given moment is not enough, nor taking up causes just because they are trendy. For a brand to be truly empathetic there must be authenticity in its actions. It has to be accountable for its decisions. It needs to understand consumers, really relating to them, connecting its core purpose with their values, needs, and aspirations. Empathy must be reflected on a relevant value proposition. It must show on the interaction with its users, through a close relationship with them. Last but not least, it must show up through innovative products that generate well-being for the consumer.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, November 8th 2019 Brands need to empathize to create value in the terms of their users Put yourself in the shoes of another. Think, feel, get emotional from the other\u2019s perspective, leaving behind, for a moment, your own. Connect with the other\u2019s emotions,…<\/p>\n","protected":false},"author":2,"featured_media":31361,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - Brands need to empathize to create value in the terms of their users<\/title>\n<meta name=\"description\" content=\"Brandsmith Brands need to empathize to create value in the terms of their users\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Brands need to empathize to create value in the terms of their users\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Brands need to empathize to create value in the terms of their users\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/brands-need-to-empathize-to-create-value-in-the-terms-of-their-users\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-08T08:36:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-08T08:39:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/11\/whiplash-128.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/brands-need-to-empathize-to-create-value-in-the-terms-of-their-users\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/brands-need-to-empathize-to-create-value-in-the-terms-of-their-users\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Brands need to empathize to create value in the terms of their users\",\"datePublished\":\"2019-11-08T08:36:46+00:00\",\"dateModified\":\"2019-11-08T08:39:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/brands-need-to-empathize-to-create-value-in-the-terms-of-their-users\/\"},\"wordCount\":679,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/brands-need-to-empathize-to-create-value-in-the-terms-of-their-users\/\",\"url\":\"https:\/\/brandsmith.es\/en\/brands-need-to-empathize-to-create-value-in-the-terms-of-their-users\/\",\"name\":\"Brandsmith - 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