Emotional branding is a powerful tool that businesses can use to establish a deeper connection with their customers. By tapping into their customers’ emotions, businesses can create a lasting impression and build a loyal customer base. One company that has successfully implemented emotional branding is John Lewis & Partners, a British department store chain.
John Lewis & Partners Christmas Ad Campaigns
John Lewis & Partners has a long tradition of creating heartwarming Christmas ads that have become a part of British holiday culture. The company’s first Christmas ad was aired in 2007 and featured a shadowy figure placing gifts under a Christmas tree. The ad was accompanied by a cover of The Beatles’ “From Me To You” performed by British singer-songwriter, Joe Brown. The ad’s tagline was “Whomever you’re looking for this Christmas, John Lewis has it all.”
Over the years, John Lewis & Partners has continued to create emotional and heartwarming Christmas ads that have resonated with audiences. In 2011, the company’s ad featured a young boy eagerly waiting for Christmas morning so he could give a gift to his parents. The ad was accompanied by a cover of The Smiths’ “Please, Please, Please Let Me Get What I Want” performed by British singer-songwriter, Slow Moving Millie. The ad’s tagline was “For gifts, you can’t wait to give.”
In 2013, John Lewis & Partners created what is arguably its most iconic Christmas ad to date. The ad featured a young boy and his pet penguin, Monty, who was longing for a companion. The ad was accompanied by a cover of John Lennon’s “Real Love” performed by British singer-songwriter, Tom Odell. The ad’s tagline was “Give someone the Christmas they’ve been dreaming of.”
John Lewis & Partners’ Emotional Branding Strategy
John Lewis & Partners Christmas ads are a prime example of emotional branding. The company’s ads are not just about selling products; they are about creating an emotional connection with customers. By tapping into customers’ emotions, John Lewis & Partners is able to establish a deeper connection and build a loyal customer base.
One of the key elements of John Lewis & Partners’ emotional branding strategy is storytelling. The company’s Christmas ads tell heartwarming stories that resonate with audiences. The ads are not just about promoting products; they are about telling stories that evoke emotions and create a connection with viewers. By using storytelling, John Lewis & Partners is able to establish an emotional connection with customers and create a lasting impression.
Another key element of John Lewis & Partners’ emotional branding strategy is the use of music. The company’s Christmas ads are accompanied by cover versions of popular songs performed by British musicians. The music helps to set the tone and create an emotional atmosphere that complements the ad’s story. By using music, John Lewis & Partners is able to enhance the emotional impact of its ads and create a deeper connection with customers.
The Impact of Emotional Branding
John Lewis & Partners’ emotional branding strategy has had a significant impact on the company’s brand and sales. The company’s Christmas ads have become a part of British holiday culture, with people eagerly anticipating the release of each year’s ad. The ads have helped to establish John Lewis & Partners as a brand that cares about its customers and is committed to creating emotional connections with them.
The emotional impact of John Lewis & Partners’ Christmas ads has also translated into increased sales. In the weeks following the release of each year’s ad, the company sees a significant uptick in sales of the products featured in the ad. The emotional connection that the ads create with customers translates into a desire to own the products featured in the ads, driving sales for the company.
In addition to driving sales, John Lewis & Partners’ emotional branding strategy has also helped to establish the company as a leader in the retail industry. By creating emotional connections with customers, the company has been able to differentiate itself from its competitors and establish a unique brand identity.
Lessons Learned from John Lewis & Partners
John Lewis & Partners’ emotional branding strategy offers several lessons for other businesses looking to establish deeper connections with their customers. Here are a few key takeaways:
1. Use storytelling to create emotional connections. By telling stories that resonate with audiences, businesses can establish emotional connections with customers and create a lasting impression.
2. Use music to enhance the emotional impact. Music can help to set the tone and create an emotional atmosphere that complements a brand’s story.
3. Establish a unique brand identity. By differentiating themselves from their competitors and establishing a unique brand identity, businesses can create a loyal customer base and drive sales.
4. Be authentic. Emotional branding only works when it is authentic. Businesses must genuinely care about their customers and be committed to creating emotional connections with them.
We strive to bring you the most powerful stories about top brands and leaders from around the world. If you’re interested in staying up-to-date on the latest in brand innovation, subscribe to our newsletter today! By subscribing, you’ll gain exclusive access to the latest brand stories, insights, and trends. Join the World Brand Affairs community and start exploring the power of branding today!
