In fact, brands tap into our emotions by connecting with us. strategy. And this strategy is at the heart of relational capitalism.

relational capitalism The concept we mention actually reflects the understanding that economic relationships and ways of doing business are based on social ties and long-term relationships. In this way, the relational approach, which goes beyond entering into a purely monetary relationship, aims to establish an emotional relationship with us, as opposed to a commercial relationship.

Even though we say this is against commercial relations, the issue is still about money. It’s just a longer term strategy!

Brands, consumer behavior and to manipulate their perceptions We are all familiar with the fact that he uses different strategies.

Relationship building strategy is actually a kind of perception management we can say.

This is where brands actually strengthen their commercial relationships by focusing on influencing consumers more deeply and building deep connections with them. on an unshakable foundation they are working.

Simply put: the goal to loyal customers to have.

So how exactly do they do this emotional bonding thing?

Such as advertisements, campaigns and social activities different marketing tools They try to arouse genuine emotions in us by using it.

Therefore appeal to our emotions, They strive to create deep and meaningful connections with us.

For example, Coca-Cola’s family and togetherness themed ads represent the brand as a family tradition. our association with intimate times is for.

Moreover, so is Coca-Cola during the Ramadan and Eid periods He determines the significance of these important days, especially in Turkish culture, and conducts special studies for these periods.

The goal here is to represent both the brand and what these special days represent. relate to emotions both for consumers “We’re thinking about you.” to draw his image.

They try to make us feel important through themes of empathy and understanding.

As we mentioned in the Coca-Cola example, brands that they think of us and understand us The goal is to gain our sympathy by trying to show this

For example in difficult times Uplifting and supportive messages Content campaigns aim to show the human side of the brand and make consumers feel cared for by a brand.

This recent study from McDonald’s is an example of relationship building research that focuses on empathy.

In a special survey for Mental Health Awareness Week, McDonald’s removed the smiley face on children’s menus called “Happy Meal.” “It’s okay not to be happy all the time.” Wrote.

Very thoughtfully made With this work it was appreciated by both consumers and professionals.

This research, which clearly shows that they can both empathize with this simple but effective move and want to go beyond entering into a commercial relationship with us, is probably the part of relationship marketing. One of the most current and best examples.

As a result, brands appeal to our emotions and extend the bond they build with us beyond commerce. in an emotional relationship The intention is to return.

With this approach that goes beyond increasing turnover, a long relationship They try to guarantee our loyalty as well as their own long-term commercial success.

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