When a brand does not sell a product, but an emotional state, all the attitudes and reactions of the community will be positive and replicated.
Estrella Damm is one of those companies, one of the oldest organizations in Spain and one of the few brands that manages associative branding very well, far removed from the competition and very high on the aspirational level. What has been your magic formula?
Emotionality + Storytelling.
Damm is not the one who has joined the market, brands or trends, she has made other national and multinational companies join her initiatives, giving it a differential and high value during all these years.
This brewery for more than a decade stopped fighting for its product, because they understood that it does not cause any emotion, nor is it a guarantee of recognition in the community, it only divides, because the public does not see properties, but differences. ... What a marketing mistake ...!
Emotionality becomes important because the product or service is shown from the values; doing so unleashes attitudes and reaffirms the lifestyle of people, in this case, Spanish. Everyone is going to want something different, but they want the best, what makes them feel good to build a positive and unique imaginary out of the ordinary, that has been understood by Cerveza Damm, and that is what finally gives them the position they always wanted.
That has been the way to sell these beers in Spain. And what… Guess what? They made it!
They left aside the traditional, they began to emphasize the experiences that consumers want. When you drink an Estrella Damm beer, you are sharing summer, friendship, naturalness, enthusiasm, because:
SUMMER = Heat = Beer
FRIENDSHIP = Meeting = Beer
SHARE = Friends = Beer
NATURALITY = Ingredients = Bee
ILLUSION = Good times = Beer
Damm transmits it on each channel it owns, for example, on its social networks it makes unique experiences live through the emotional, making them feel comfortable and where its speeches as a company is always close and natural so that its followers and potential clients feel identified. For this reason, giving soul and personality to brands on social networks is the challenge that Damm has overcome compared to other brands.
Now, your task is to build emotional values that are anchored to your functional attributes, that is, that are linked to your products and/or services. Unstructure your structure, ask yourself:
What do you feel when you use, see, smell, touch or think about your product/service?
When you find the answer, launch yourself without fear! Or better yet, at Penta Marketing we know how to create a unique experience that allows you to connect with your audience.