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Driving brand value with emotional intelligence in content

In this session...

Emotions have a bigger impact on actions than logic; they create lasting impressions that affect future decisions. Mirriad with SPARK Neuro share insights from a first-of-its kind biometrics study on how emotion in content affects brand value. While it’s assumed happy content is better for brands; sadness, anticipation and other unexpected emotions also increase the desire to buy. The panel will reveal how exposing brands to different emotions in content while viewers are engaged impacts brand value.

What You'll Learn from This Session...

  1. Which emotions have the greatest positive impact on purchase intent or price acceptance?
  2. How do different emotions affect overall purchasing decisions?
  3. How can brands leverage the emotional carryover effect by placing themselves within entertainment featuring a range of emotions?
  4. How can brands leverage the emotional power of entertainment for brand building?

Presented with


Speakers

Stephan Beringer CEO Mirriad
Spencer Gerrol CEO & Founder Spark Neuro
Nobles Crawford Content Strategy Manager, Media & Digital – Hygiene and Home Reckitt Benckiser
Deidre Smalls-Landau U.S. CMO & EVP, Global Culture UM
Kyle O’Brien Creative Works Editor The Drum

Event Details

Event Type Workshop

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