Brand Emotions - (S)watch out for Fun and Excitment!

by Lisa
 

„I understood that we were not selling a consumer product, or even a branded product. We were selling an emotional product.“

(Nicolas Hayek, cofounder & chairman of the board of directors Swatch group)

Beyond doubt, the key to understand the nearly two-decade success story of Swatch is the ability to transform the purpose of a watch from timekeeping to emotion. Swatch did not invent emotional design, but it is a real challenge to find a better example of how emotional design can impact the success of a product, organization, industry and even a country. By engaging buyers to multiple watch ownership to change the model to match mood, activity or even time of the day, Swatch turned a low price essential into a high-order fashion accessory loaded with feelings and expressions.

In theory, brand feelings are customer’s emotional responses and reactions to the brand. These feelings can be mild or intense, positive or negative. Six important types of brand-building feelings can be defined: Warmth, Fun, Excitement as well as Security, Social approval and Self-respect.

“Add genuine emotion to the product” (Hayek)

Applying the theory into practice for the Swatch brand, it seems obvious that the first three, so called experiential and immediate brand feelings, are most relevant.  The feeling of fun and excitement are incardinated by product design and brand communication. Thus, differentiate from competitors and increase the level of brand experience intensity. Swatch is fun, consumers feel amused, lighthearted, joyous and cheerful. Swatch creates excitement, energizing consumers and  let them experiencs something special. Excitement generates a sense of “being a live”, being cool and sexy.

The last three key feelings are characterized as private and enduring, increasing in level of gravity. Concerning the emotion Swatch evokes, the social approval can be taken into account. By wearing a Swatch watch, the consumer becomes part of a trend conscious community receiving acknowledgement by others for being fashionable and cool. Swatch has its own successful growing members club  (http://www.swatchtheclub.com/index_home.php) and around 600000 Fans on facebook.

Sources:
Avery, G., Bell,A., Hilb, M., Witte, A.E., (2004) Understanding leadership: paradigms and cases, London, p.264-266
Donald A. Norman, D.A., (2004) Emotional Design: why we love (or hate) everyday things ,New York, p. 67 
Franzen, G. & Moriarty S., (2009) The Science and Art of Branding von Giep Franzen,Sandra Moriarty, New York, p.92

Keller, K.L., (2008), Strategic brand management: building, measuring, and managing brand equity, p. 69-71

Lindwell, W., & Manacsa (2009),Deconstructing Product Design: Exploring the Form, Function, Usability ..., S.96

www.swatch.com

Pictures:

http://trendland.net/swatch-colour-codes-contest-favorite-mag/#

http://fashionolic.blogspot.com/2008/05/swatch-springsummer-ad-campaign.html

http://www.ftape.com/media/?p=28022