The hidden power of emotional connection, brand promises, and customer insights
Why do some brands feel like they “get” you—so much so that you’re willing to pay more for them, even with cheaper options around?
Sure, trust matters. Shared values help. But there’s something deeper: the ability to connect emotionally, deliver consistently, and evolve without losing the brand’s soul.
Research from Harvard Business Review shows that emotionally connected customers are:
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3x more valuable over their lifetime,
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2x more loyal,
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and much more likely to recommend and repurchase.
This isn’t just about great products—it’s about designing meaningful brand experiences based on empathy, purpose, and strategy.
From Selling Products to Designing Brand Promises
Today’s most resilient companies no longer just sell. They design promises—emotional, functional, and cultural commitments that resonate deeply with customers.
According to Havas’ Meaningful Brands Report (2023):
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77% of people prefer buying from brands that share their values,
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but only 47% believe brands actually deliver on those values.
This gap is where brands either thrive—or lose relevance.
Products Solve Problems. Brands Fit Your Life.
Let’s get one thing straight:
Your product is not your brand.
It’s just one vehicle your brand uses to show up in people’s lives.
Products meet needs. Brands become part of how people see the world.
That’s why great branding isn’t about shouting louder—it’s about meaning more.
Is Making Promises Good Business? Yes—If You Actually Deliver
In some cultures, sayings like “promises are cheap” or “fake it till you make it” are still part of the business conversation.
But in today’s trust economy, delivering on your promise is your most valuable asset.
A 2022 Deloitte study found that companies with a strong, customer-centric brand promise grow 2.2x faster than their competitors.
The real win? Combining bold promises with the structure, mindset, and culture to deliver them.
Listening Is a Strategy, Not a Survey
Surveys are everywhere. But listening isn’t about asking questions—it’s about what you do with the answers.
At LAMARCALAB, we work with brands that go beyond collecting data. They translate customer insights into design, messaging, and experience that generate real impact: satisfaction, repeat business, and word-of-mouth.
When you understand the emotional context behind the data, your brand becomes relevant on a whole new level.
Brand Leadership in Action
Just look at how today’s top leaders are shaping brand culture from the inside out:
🟡 Marta Ortega – Zara
Focused on agility, creative freedom, and a youthful mindset. She says:
“We don’t want to sell more. We want to sell better.”
🟡 Pietro Beccari – Louis Vuitton
Turning fashion into a cultural conversation, partnering with artists like Pharrell Williams and blending legacy with provocation.
🟡 Satya Nadella – Microsoft
Transforming company culture around empathy, learning, and collaboration. His leadership helped triple Microsoft’s market value.
Real Growth Comes From Listening and Delivering
Customers don’t just buy things—they invest in what those things mean to them.
Their opinions—when interpreted through purpose and vision—can guide your brand into the future. Especially now, as consumer habits change faster than ever.
If you’re not listening, you’re not selling.
And if you’re not delivering on your brand promise, your relevance is at risk.
Want to build a brand that people believe in?
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