At times it can seem as though the airwaves (especially late at night) are saturated
with commercials touting the latest cure for hair loss. Some of the most ubiquitous
advertisements are for hair transplant surgery. Many are familiar with the Hair Club
For Men's preeminent tagline: "I'm not just the president, I'm also a client."
(Incidentally, the company is now named "Hairclub" to indicate its wider focus on
the hair restoration needs of men, women and children.)

Hair transplantation surgery is a controversial business. In 1996, Bosley healing
Group placed a lawsuit leveled against it by the district attorney of Los Angeles for
nearly 0,000. The attorney normal alleged that the company had engaged in
"dishonest and harmful advertising" about its services. Specifically, the attorney
general said that before and after photos of hair restoration surgery were
misleading and that the number of pain the procedures caused was minimized.

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Despite these allegations, Bosley healing Group prolonged to attract clients. And, in
August 2001, the firm was sold to the Aderans Group, a Japanese wig manufacturer,
for million.

Hair, medicine and You: The Power Of Emotional Branding

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How can we by comparison consumers' prolonged uptake of hair transplant surgery,
despite the risks and uncertain results linked with the procedure? The success
of the hair restoration company can be partially attributed to the power of emotional
branding.

Continue reading for an overview of emotional branding, an diagnosis of how it drives
hair transfer surgery sales and how pharmaceutical clubs have employed it
in goods advertising. The final section provides guidance on how you can utilize
emotional branding to boost uptake of your products and services.

Emotional Branding: What Is It?

Emotional branding refers to marketing communications activities that seek to
connect a brand to definite buyer feelings and emotions. Marketing specialist Marc
Gobe has suggested that flourishing emotional branding "brings a new level of
credibility and personality to a brand by connecting powerfully with habitancy at a
personal and holistic level." Gobe cites Ben & Jerry's, Nike and Mtv as a few of the
brands that have successfully identified their customers' most basic needs and
moved to satisfy them.

Emotional Branding and Hair transfer surgery

Drs. James Harris and Emmanuel Marritt, authors of "The Hair transfer
Revolution," have asserted that men unconsciously connect hair loss with death.
Specifically: "Loss of hair = Loss of youth = inescapable aging = Death."

The mighty emotions linked with hair loss are significant drivers of behavior.
Hair transfer surgery marketers have learned to leverage these emotions. Their
advertisements suggest that hair restoration surgery is a safe, highly efficient
procedure that can preclude death. This brand of emotional marketing speaks to
the most basic of human desires: long life and prolonged corporeal attractiveness.

The emotional branding linked with hair transplant surgery has driven sales of
procedures despite their expense, uncertain results and safety concerns. It appears
that the procedure's potential to mask the appearance of aging is sufficient to convince
people to endure it - in spite of the risks.

Emotional Branding and the Pharmaceutical industry

While the hair transplant industry has successfully utilized the power of emotional
branding, pharmaceutical clubs have had mixed results with this marketing
tactic.

Traditionally, pharmaceutical marketers have sought to differentiate medications
according to their functional attributes. For example, Kos Pharmaceuticals has
differentiated its cholesterol medication, Niaspan, by focusing on the fact that it
significantly raises "good" or Hdl cholesterol. Other cholesterol medications like
Lipitor primarily lower "bad" or Ldl cholesterol.

Since 1997, pharmaceutical clubs have increasingly used Dtc (direct-to-
consumer) advertising to tout the emotional benefits of their medications to
patients. Some of these benefits consist of increased vitality and mobility (anti-pain
medication Vioxx), leisure (allergy medication Claritin) and empowerment (acne
medication Differin).

The pharmaceutical industry has been roundly criticized for its advertising efforts.
Critics have suggested that Dtc advertisements have boosted sales of expensive
drugs. In addition, they have noted that some heavily advertised medications have
been proven unsafe. Commercials for Vioxx, which Merck removed from the shop
in 2004, have been cited as an especially egregious example of irresponsible
pharmaceutical marketing.

Pharmaceutical marketers have responded to calls for more responsible Dtc
advertising. In August 2005, the Pharmaceutical Researchers and Manufacturers
Association (PhRma) announced new industry guidelines. A key objective of the
recommendations is to educate patients more effectively about the benefits and
risks of medications.

These developments have prompted significant changes in the tone and tenor of
recent pharmaceutical advertisements. In general, advertisements have begun to
feature physicians and other condition care professionals more prominently. In
addition, some commercials have focused more on increasing buyer awareness
of a disease state than promoting a definite product.

This adjustment in advertising strategy can be viewed as someone else form of emotional
branding. With the headlines filled with news about goods withdrawals and
lawsuits, the industry has concluded that habitancy want reassurance. The traditional
emotion that the new advertisements transport is security. Manufacturers want habitancy
to feel comfortable about taking a medication. One way to do this is to ensure that
information about the risks and benefits of medications is clearly communicated.

Emotional Branding and You

Organizations of all types can benefit from emotional branding. The more habitancy
associate a goods or assistance with a inescapable emotion, the more willing they will be
to rely on it. For example, after the tsunami and Hurricane Katrina, the American
Red Cross received the vast majority of donations. habitancy may have felt secure
supporting the Red Cross's efforts because they trusted it. They believed that the
organization would deliver what it promised.

However, recent developments indicate that the Red Cross's brand reputation is at
serious risk. In December 2005, Congress began investigating allegations that the
organization was slow to retort to Katrina and provided uneven assistance --
especially to African Americans. It will be significant for the Red Cross to swiftly
address the concerns of its constituents and Congress to maintain its position as
one of America's preeminent assistance organizations.

Following are some ways to develop the "emotional quotient" of a brand and reap
the benefits of emotional branding.

* Focus On The Customer: Customers retort well to brands that organize
partnerships based on mutual respect. Organizations should respect customers'
boundaries and retort to their needs.

* Fulfill The Customer's Desires: Try to connect your goods or assistance with a
customer's desires rather than needs. For example, a buyer needs a car to get
from point A to point B. However, they may desire a car that will make
them feel different, flattered or important. To be more successful, fulfill your
customers' desires.

* Be Trustworthy: Deliver on your brand promise: Be what you say, and say what
you mean. This builds trust and trust drives uptake.

* Build A Relationship: Customers like to feel that those they are dealing with care
and retort to their needs and desires - both stated and unstated.

Emotional branding is a mighty and useful tool. When applied correctly, it can
boost uptake of your products and services and help you organize a stronger bond
with your customers.

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