I Get so Emotional...How Harvard Feels about Measuring Brand Feelings

The title of the post comes from  a line in an old Whitney Houston song that muses about how emotions can be shocking. In the recent Harvard Business review's post shared on my Marketing Class, #bmark15 feed, I came upon a great idea courtesy of one of my terrific students, Barbara Mair about how emotions are now part of analytics in the marketers' search for following the sustainable scaled buy that signals brand loyalty. https://hbr.org/2015/11/the-new-science-of-customer-emotions.

It speaks abut the new breakthroughs in big data measurement that can help marketers understand how emotions  create fans, and how psychology is more important than ever in the understanding of customer "buying patterns" that creates a connected and satisfied community. 

The article takes me to the BrandED positioning I'm trying to develop that meshes or mashes(!) the best thinking of business minds with the best practices of education.


The study suggests that Brand professionals see that emotions can provide a better gauge of customers’ future value to a brand better than any other metric, including brand awareness and customer satisfaction, and can be an important new source of understanding growth and profitability. It seems hundreds of motivators have been determined that drive human behavior--motivators that explain how people become emotionally connected to becoming part of what Seth Godin says, The TRIBE.

This notion fits for me as I view the role that building brand, brand awareness and customer satisfaction plays in developing school leaders who get results through using Branding principles of BrandED in their public schools. As leaders we can look at the power that our networks and connections bring to feel good emotions. If you agree that schools are now in the service business thanks to the internet and social, customers become more connected  at each step of a predictable “emotional connection pathway” as they transition from (1) being unconnected to (2) being highly satisfied to (3) perceiving  school brand differentiation to (4) being fully connected.

Communication is a primary tool of successful school leaders. Working on developing your school brand can bring about a level of awareness  that leads to a better school experience for your customers. And thanks to the Harvard article, we can actually treat this as a science. There is a way to measure the impact of emotions that are part of the school BrandED experience. Looking forward to sharing more about emotions and measuring them for school success!