Dissertation

“Human behavior flows from three main sources: desire, emotion, and
knowledge” (Maslen, A. 2015. Pg 19). As discussed by Andy Maslen, “you need
to find an emotional connection with the consumer, not the product” (Maslen,
A. 2015. Pg 21); this is fundamental in gaining the trust of your consumer.
This idea of an emotional connection to the consumer is also considered by
Phil Barden who states “consumers are willing to pay £2-£3 for a coffee in
Starbucks, yet they know, objectively, that for the price of two cups they could
buy a whole jar in a supermarket. So they must be buying into something else”
(Barden, P. 2013. Pg xiv). In the case of the Marble launch event, the brand will
gain an emotional connection with the consumer by selling them the idea of the
nostalgia of childhood memories. Emotional branding like this is not uncommon,
many famous brands have used this tactic to engage with consumers; Coca-
Cola, for example, is a brand synonymous with nostalgia, “the red Spencerian
script, the contoured plastic bottles that mimic the style of the old glass ones.
Clearly, this is a brand that isn’t afraid of letting its storied past shine through
into its modern marketing efforts” (Delaney, E. 2014). Marble’s approach to it’s
consumer will be somewhat similar, using nostalgic items to draw the attention
of the older consumer, rather than addressing them directly.
Marble’s launch event will be the most prominent example of emotional
marketing; featuring nostalgia foods, such as prawn cocktails, cheese and
pineapple sticks, black forest gateau and walnut whips. The overall atmosphere
will be upbeat and fun, with an ambient soundtrack of both new and old
songs; this will include flashes of the Beatles and popular hits from the 60’s
onwards. In Music, Emotivist theory states that “music is both a cause and an
effect of sentiment...the direct arousal of emotion...is a clue to its emotional
expressiveness” (Ushedo, B. 2006); indicating that the use of music may be key
to effectively creating a nostalgic and emotive environment.
[Fig 74] Prawn Cocktail (2014). [Fig 75] Abbey Road (2015).
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