Reimagining Marketing Through an Emotional Lens with Rob Harrison-Plastow

Higgle: The B2B Sales Club

Rob Harrison-Plastow is a researcher and strategic consultant specialising in understanding emotion and behaviour. He spent 8 years working in strategy at the University of Exeter before launching Source Nine with ex-2cv Founder Vincent Nolan where he now helps clients to create and communicate incredible emotional value so that they can win more customers, deepen trust and strengthen loyalty.

Rob combines emotional insights with qualitative research to revolutionize brand strategy and marketing. His company has developed a model called The Empathy Framework, a cutting-edge model which unlocks a logic to emotion. Today, along with Rob, we’ll explore this framework and discuss how understanding and leveraging emotions can reshape marketing strategies. We also touch on fascinating cultural constructs of emotions and how these insights can create authentic connections with audiences.

Topics covered during this episode include:

• How emotional needs drive behaviour in sales and marketing, rather than rationality.
• An introduction to The Empathy Framework.
• How emotions and colours are cultural constructs, influencing perceptions differently across societies.
• Examples of cultural differences from Russia and Germany.
• Why understanding cultural and personal beliefs is crucial for crafting effective marketing narratives.
• How cognitive behavioural therapy principles can enhance marketing strategies by focusing on emotional needs.
• The importance of perceiving whether emotional needs are met or unmet.
• Why an empathetic approach helps predict and explain consumer behaviour for better brand alignment.
• How marketing strategies should aim to serve and authentically connect with audiences, not coerce them.
• How leveraging qualitative research and AI tools can enhance understanding and engagement.
• Why marketing strategies need to align with human emotional drivers.
• How mapping emotional needs can create specific flavours of emotional value in marketing.
• The importance of understanding and meeting consumers' emotional needs in brand strategy and media planning.
• How applying neuroscience and empathy in marketing can lead to transformative consumer connections.

Rob Harrison-Plastow on LinkedIn: https://uk.linkedin.com/in/rob-harrison-plastow-12314228