Posted by: David Kiley on August 27, 2007
Emotionomics is a new book by a marketing guy named Dan Hill. I haven’t read the book yet (I will if they send it to me). But the mere title makes me think I’d be smart to tack “onomics” onto my next book. It’s an obvious attempt to catch some wind from the prop wash (a pilot’s term to describe the wind forces you encounter when flying behind another plane)of “Freakonomics.”
Mr. Hill in this week’s Ad Age, writes a column meant to flog the book. Here is an excerpt:
“The answer lies first in recognizing that tangible attributes can usually be me-too-ed over time. Competitors can pull the same levers. So these days, smart CMOs start by strategically modeling the extra edge: the emotions they want the target audience to feel and why. In working with the agency, the advantage is that doing so provides a blueprint for keeping the creative suitably on-emotion. The emotions the target market is intended to feel will fit the dynamics of the offer and the target market’s beliefs, values and sensibility without placing undue constraints on the creative. Meanwhile, in regard to internal clients the strategic modeling of emotions is beneficial in that a disciplined strategy will make them more comfortable with the process and thus less likely to practice undue interference.”
Whew! My first reaction is…did i make that appointment to see my chiropodist? In other words, this is the kind of stuff that really makes my attention wander. If the point of emotionomics is for marketers to create bonds with consumers through emotional touchpoints…then Mr. Hill might want to start with his own writing.
I’ll give the whole book a chance when it arrives. But I’m not exactly chomping at the bit to read more of this stuff.