Book Tip No. 10 (2015): Why We Buy Emotions: The 7 High Emotions and How to Awaken Them
Zurich 2009.
Marketing experts have long known that it is becoming increasingly difficult to differentiate brands from each other. That brands must be made tangible in order to create emotional ties – for example through Experience Branding – has also become widely known. Mikunda goes into detail here: which emotions can be generated in what way, which emotional mechanisms do shopping malls, car dealerships, museums, exhibitions and events use?
Mikunda describes “glory” as the non-self-related elevation, “joy” as the wasteful handling of sensory stimuli, “power” as anger without aggressiveness, “bravery” as a refined solution, “desire” as tension and temptation, “intensity” as rapture and condensation before the expected eruption, “chill” as relaxation through relief. He introduces the reader to the psychological basics with which these feelings are generated, and he names many – including so far largely unknown – practical examples in which these are particularly pronounced. For all those who deal with the staging of brands, the new “Mikunda” is a must.