{"id":19047,"date":"2026-08-24T01:42:00","date_gmt":"2026-08-24T05:42:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19047"},"modified":"2026-08-21T18:50:15","modified_gmt":"2026-08-21T22:50:15","slug":"retail-marketing-needs-to-be-more-emotionally-intelligent","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/retail-marketing-needs-to-be-more-emotionally-intelligent\/19047\/","title":{"rendered":"Retail Marketing Needs to Be More Emotionally Intelligent"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Django Weisz Blanchetta, Co-founder and CEO of SuperHeroes<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The consumer tech industry moves fast. Every launch promises something smarter, faster or more advanced than what came before it. But despite the pace of innovation, the fundamentals of good marketing remain surprisingly consistent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brands that succeed are rarely just the ones with the best specifications or newest features. They\u2019re the ones that understand people better than their competitors do.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Too often, product marketing leads with the gadget or item you want to sell. This camera is sharper. This processor is quicker. This battery lasts longer. Those things matter, of course, but consumers rarely build lasting relationships with products based on functionality alone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People connect with brands that feel relevant to their lives and values.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s especially true in retail, where shoppers are constantly navigating choice overload. Specs and features can get attention, but emotional relevance is what drives lasting preference.<\/p>\n\n\n\n<h2 id=\"h-features-alone-don-t-build-affinity\" class=\"wp-block-heading\"><strong>Features alone don\u2019t build affinity<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the biggest mistakes brands make is assuming consumers make decisions rationally. In reality, most purchasing decisions are emotional first and logical second.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers want to feel understood. They want products that fit naturally into how they see themselves and how they live.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That means the most effective campaigns aren\u2019t always the ones explaining technology in the greatest detail. They\u2019re the ones translating technology into something culturally relevant and emotionally meaningful.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beats by Dre understood this with the <a href=\"https:\/\/www.campaignlive.co.uk\/article\/beats-dre-ordinary-everyone-else-uncommon-creative-studio\/1896864\">\u201cOrdinary is for everyone else\u201d<\/a> campaign, which presented Erling Haaland in Norway showcasing his beats. It understood that the hardware is part of a wider aesthetic. The campaign worked because it recognised something simple but important: for many consumers, tech is an extension of personal identity as much as they are functional devices.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The product mattered, but the meaning attached to it mattered more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Understanding culture matters more than chasing trends<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Product led brands often focus heavily on innovation, but innovation alone doesn\u2019t guarantee relevance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The strongest campaigns succeed because they genuinely understand audience behaviour and culture rather than simply reacting to trends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A recent campaign from <a href=\"https:\/\/rog.asus.com\/uk\/articles\/gaming\/rog-teams-up-with-iconic-voice-actors-in-cheeky-new-video\/\">ASUS\u2019 Republic of Gamers<\/a> stood out for exactly that reason. Instead of focusing purely on gaming performance or technical capabilities, the campaign highlighted the voice actors behind well-known gaming characters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What made the idea effective was the cultural understanding behind it. The campaign recognised that gaming audiences don\u2019t just connect with games mechanically, they connect emotionally with the characters and personalities inside them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Insights like these go beyond product specifications; they stem from a deep understanding of audience priorities and interests.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Emotion needs to be built into your strategy<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Retail environments are becoming increasingly crowded. Brands are competing not only on pricing and innovation, but on attention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That makes emotional intelligence increasingly valuable. But it still needs to be relevant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers today are highly attuned to whether marketing feels authentic or manufactured. They can tell when brands are simply jumping on cultural moments without contributing anything meaningful to them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brands that cut through are the ones that create consistency between product, positioning and audience understanding.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Samsung, for example, consistently produces visually impressive campaigns, but even strong creative can sometimes struggle if there isn\u2019t a clear connection between the execution and the broader brand story. A recent campaign of AI images has been called random in <a href=\"https:\/\/www.theverge.com\/tech\/879864\/samsung-ai-generated-edited-video-ads-slop\">The Verge<\/a>, and I have to agree. Consumers are far more responsive when technology is presented in a way that feels connected to real behaviours and lifestyles rather than innovation for innovation\u2019s sake.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Good marketing still comes down to human understanding<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The industry spends a lot of time talking about platforms and emerging technologies. But consumers rarely think in those terms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What people actually remember are stories and emotions elicited by a brand or campaign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The fundamentals of effective marketing haven\u2019t changed. Strong brands still succeed by understanding cultural behaviour, identifying genuine consumer motivations and creating messaging people recognise themselves in.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Technology will continue to evolve, but the brands that win long term will be the ones that remember they are ultimately marketing to humans, not algorithms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because even in the most advanced categories, successful marketing still comes down to the same thing it always has: understanding people.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The industry spends a lot of time talking about platforms and emerging technologies. But consumers rarely think in those terms.<\/p>\n","protected":false},"author":26,"featured_media":19049,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-19047","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Retail Marketing Needs to Be More Emotionally Intelligent | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/retail-marketing-needs-to-be-more-emotionally-intelligent\/19047\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail Marketing Needs to Be More Emotionally Intelligent\" \/>\n<meta property=\"og:description\" content=\"The industry spends a lot of time talking about platforms and emerging technologies. 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