Words From Our Team Members

Post Archive

Resounding Ideas
Resounding Ideas

For Brands, EI is the New AI

Remember a year ago, when we were obsessed with VR, wearables, and the data explosion? The Next Rembrandt, Jacquard, and AlphaGo? 2016 was a transformative year for the role of technology in creativity.
Technology still matters, especially when it’s used creatively. But if I’ve learned anything from the work honored at Cannes this year, it’s a brand’s emotional intelligence (EI) that matters more.
Fearless Girl. Refugee Nation. Ketchup on a Super Bowl broadcaster’s shirt. These stories have nothing to do with technological innovation, and everything to do with the human condition.
Here are the hallmarks of emotionally intelligent brands, as I see them:
They commit to a cause, and stick with it. We’ve all seen the studies that show brands that do good also do better. But cause is no longer an option, extension, or call to action. It’s a tenet, and a brand is incomplete without it.
They show more, and tell less. Good stories are driven by heroes on quests. They’re chockfull of sensual details and rising action. Messages are remembered when they’re grounded in story, and developed with the fundamentals of craft.
They set (and achieve) clear emotive objectives. Communicators are quick to aim for awareness and education. We often use perception vaguely, meaning we want people to view the brand positively. What specifically do we want customers to perceive (i.e. feel, believe)?
Even if technology is your business, it’s still a situational communications tactic — a fresh way to express or measure that raw human emotion, moral principle, or cultural truth that a good campaign is really built on.
How emotionally intelligent is your brand?

Ken Mandelkern / VP, Consumer
↑ Return to Top