13.02.2019

Emotional Intelligence and Brands

Let's see how emotional intelligence is organized, why it is never too late to develop it, and to which positive changes in brand life it can lead. Nowadays all of us experience emotions - this is the way people are. Evolution and tribalism gave us the ability to empathize and feel each other.
Learning and understanding oneself, sympathizing and helping each other is the guarantee of physical health, high quality of life, efficient business and peaceful coexistence of people on Earth. And the most significant thing is that the necessary attributes for this, such as empathy and emotional intelligence, are not difficult to develop in yourself.
Leaders with high emotional intelligence have power. They help navigate the rapidly changing world and ease tension. EQ is the ability to recognize, understand, and express emotions, as well as to establish relationships based on empathy.

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Brands and Empathy


Is there a chance for EQ-oriented brands? Consumers trust brands that understand them. Transparency, modesty, and honesty are the most important values, especially for generation Z and Millennials.
Instead of focusing on profits, top brands are on the same wavelength with the emotions of their customers.

How to develop EQ friendly Brand?

The classic model of brand building implies brand building as an independent structure, which concentrates on itself and where the consumer is on the side.

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EQ brands have a unique model. They build a strategy based on the user, gradually discovering his "pain." These brands focus on how to solve user problems and look at the world from a consumer point of view.

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That is why brands more often implement the strategy of design thinking to come closer to the consumer's hearts. Design thinking shifts the focus from the brand and directs it to the consumer and its basic needs.
It is based on:
  • understanding of human needs, which includes the rethinking of the problem;
  • developing brainstorming ideas;
  • confirmation of ideas by prototyping and testing.
And allows you to:
  • understand our environment and the users it affects;
  • find patterns in heterogeneous information;
  • ask the right questions;
  • prototype, test, fail quickly and learn quickly.
  • making assumptions is a dangerous and costly game.
The more we focus on a problem, the more everything we know about it becomes a problem. We use design thinking to go beyond current experience and discover new perspectives, insights, and opportunities.

With love, 
Eridamis
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