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Beyond that, if you haven't really thought about what your Audience wants, then you're guessing. By doing that, they aren't going to be drawn to you, and the bottom line? You're not going to make any money. Let’s take a look at how to climb into the ‘heads’ of your Audience and understand what drives them, and how you can use that knowledge to your advantage.
So here's a big problem for Disneyland. How do they manage all the Desires of 50,000 Guests daily? Well, they group them into buckets. They don't just talk to everybody the exact same way; they don't assume that grandpa and grandma want to go on the thrilling, looping...
This next block in our brand-building guide is on Brand Emotions. As we’ll get into later, we recommend that you instil your brand with three key emotions which you’re going to use to define your customer’s experience. Without you defining them, the customer or user is going to define them on their own—you’ll have lost control of your own branding, which is never good.
So what we’re going to help you build today is an emotional bond with your Audience. We’re going to use an example of a visionary that we’ll return to consistently in this series, Walt Disney. Walt knew his ideal guest, his ideal movie-goer, and he knew what he wanted to make them feel. That was the metric of his success.
In the next few sections, we’ll discuss what brand emotions are, and give some examples too. We’ll also cover why exactly they’re important, how Walt used them, and what we can learn from that.
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