Marketing campaigns: how brands use words, motivators and emotional intensity rates

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Marketing campaigns: how brands use words, motivators and emotional intensity rates

Top 11 of the most iconic marketing campaigns are analysed below in an effort to extract motivators, impact words and emotional intensity rates that they express. Although invisible to the common viewer, these powerful micro-elements are effective in communicating brands to worldwide audiences. 9thgn’s analysis is about detecting these micro-elements, in real time, based on previously defined target groups. Our machine learning algorithm predicts changes in strength of various motivators, impact words and emotional intensity rates.

1.
Old Spice

Industry: Cosmetics
Motivator: sex
Impact word: smell
Emotional intensity rate: moderate
Slogan: Smell like a man, man

2.
Marlboro

Industry: Tobacco
Motivators: achievement, work and social
Impact word: flavor
Emotional intensity rate: moderate
Slogan: Come to where the flavor is, come to Marlboro country

3.
Budweiser

Industry: Beverages
Motivators: leisure and social
Impact words: watching and game
Emotional intensity rate: high
Slogan: Watching the game, having a Bud

4.
Dos Equis

Industry: Beverage
Motivators: achievement and social
Impact words: thirsty and friends
Emotional intensity rate: moderate
Slogan: Stay thirsty my friends

5.
P&G

Industry: Cosmetics
Motivator: family
Impact word: mom
Emotional intensity rate: moderate
Slogan: Thank you mom

6.
American Express

Industry: Finance
Motivators: achievement, social and health
Impact words: vital, lifeblood and community
Emotional intensity rate: moderate
Slogan: Small businesses are the lifeblood of our communities

7.
Nike

Industry: Apparel
Motivators: achievement and social
Impact words: join and challenge
Emotional intensity rate: high
Slogan: Join the men vs women challenge

8.
Dove

Industry: Cosmetics
Motivators: family, social and positive emotions
Impact word: beautiful
Emotional intensity rate: Low
Slogan: You’re more beautiful than you think

9.
Coca-Cola

Industry: Beverage
Motivators: social and sex
Impact word: taste
Emotional intensity rate: high
Slogan: Taste the feeling

10.
Dolce and Gabbana

Industry: Fashion
Motivators: sex and leisure
Impact word: blue
Emotional intensity rate: moderate
Slogan: Light blue

11.
Lucky Strikes

Industry: Tobacco
Motivator: achievement
Impact word: freedom
Emotional intensity rate: low
Slogan: Torches of Freedom

See examples from Social Media, read about Home Motivator or go Home

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