The Magic of Memories: From Inside Out to Unforgettable Brands
Recently, my son and I watched Inside Out 2, rekindling our love for the original film. Both movies beautifully and humorously portray the inner workings of a young girl's mind, focusing on the emotions that shape her memories.
In the sequel, Riley’s emotions—Joy, Anger, Sadness, Fear, Disgust, along with newer teenage emotions Anxiety, Envy, Boredom, and Embarrassment—fight to control which experiences she will store in her memory banks.
Watching this unfold, I couldn’t help but make the link to branding. After all, I’m a marketer.
You might be wondering what this Pixar masterpiece has to do with brand marketing. As it turns out, a lot! Just like Riley's memories in Inside Out, our goal in brand marketing is to create experiences that stick in people's minds, making our brands unforgettable.
In Inside Out, each of Riley's core memories is linked to significant experiences, colored by emotions like Joy, Sadness, Anger, Fear, and Disgust. These memories shape her personality and influence her actions.
Similarly, in the world of marketing, the Ehrenberg-Bass Institute has conducted extensive research showing that memorable brand experiences are crucial for brand recall. For a brand to be top-of-mind, it must create strong, positive memories that can be easily retrieved later. And in B2B marketing, when only 10% of our buyers are in the market at any given time, you want the other 90% to remember you when they’re ready.
Imagine your brand as one of the colorful orbs in Riley's memory bank. To stand out, it needs to be more than just another sphere among many; it must be vibrant and emotionally charged. Here are some lessons we can take from Inside Out to create brands that leave a lasting impression:
Joyful Experiences Make a Difference Just as Joy in Inside Out strives to keep Riley's memories happy, our goal should be to create joyful experiences for our customers. Whether it's through excellent customer service, delightful packaging, or a memorable advertising campaign, joy is a powerful emotion that fosters positive brand recall. After seeing Pluto Pillow debut on Shark Tank, I immediately ordered a customized pillow. It arrived beautifully boxed, with an Airhead candy (totally random but delightful) and a thank-you card tucked inside. Three years later, I still talk about this brand! Consider how you can add a touch of joy to every customer interaction.
Embrace All Emotions While Joy is a dominant force, Inside Out reminds us that other emotions play crucial roles too. Sometimes, a brand experience that evokes a bit of Sadness, Anger, or even Fear can be memorable and impactful. Consider the powerful public service campaigns that use fear to promote safety or the nostalgic ads that tug at our heartstrings. Chewy, for instance, sends bereavement gifts to clients who have lost pets, acknowledging their grief and fostering a deep emotional connection. By tapping into a range of emotions, you can create a richer and more nuanced brand experience.
Consistency Builds Strong Memories Riley's core memories are significant because they are consistent touchpoints in her life. For brands, consistency in messaging, visual identity, and customer experience builds strong brand memories. When customers encounter your brand across different platforms and experiences, a consistent message reinforces their recall, making your brand more memorable. Amazon has a corner on the online shopping experience because they are consistently reliable in terms of selection, speed, and service, particularly their return service when needed.
Create Core Brand Memories In Inside Out, core memories shape Riley's personality islands. For your brand, creating core memories can mean hosting unforgettable events, launching innovative features that delight users, or providing exceptional service that stands out. These core brand memories should align with your brand values and promise, becoming the foundation of your brand's identity. A great example is from my former employer Microsoft, who built the Home of the Future on its campus, offering a captivating glimpse into tomorrow. It attracted hundreds of thousands of visitors who experienced firsthand how Microsoft's cutting-edge technology would revolutionize the way we live.
The Power of Retrieval Cues The Ehrenberg-Bass Institute emphasizes that for brand memories to be useful, they must be easily retrievable. This is where distinctive brand assets come into play—think logos, taglines, jingles, and mascots. Just as the sight of a specific memory orb triggers Riley's recollections, these assets should act as cues that instantly bring your brand to mind. When I led marketing at DreamBox Learning, we made our adventurous math characters the heart of our marketing identity, using their unique personalities to convey our story of math learning – and connect with learners.
Inside Out offers a whimsical yet profound look at the importance of memories and emotions. By creating memorable brand experiences that evoke a range of emotions, maintaining consistency, and leveraging distinctive brand assets, we can ensure our brands stay top-of-mind for our customers. So, let's take a page out of Riley's book and fill our brand's memory bank with vibrant, unforgettable experiences that make a lasting impact.
Happy branding!