Emotional Marketing
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×2
your revenue by using emotional campaigns to reach and connect to your customers. (IPA)
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40 minutes
of course content spread across 8 modules and videos. Learn at your own pace!
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6
downloadable files, worksheets, and templates that allow you to develop an emotional connection with your customers.
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>97%
of previous participants in masterclasses, workshops, and executive education recommend the instructor to others.
Why this course exists.
Emotional Marketing is a self-paced, behavioral science course built for marketing practitioners—not academics. Across 8 short videos (40 minutes total), you'll work through six core levers—the emotional spectrum, nostalgia and sentimentality, brand attachment, storytelling, and fear and scarcity—applying each one to a real product or campaign of your own, and finishing with a one-page Emotional Marketing Playbook plus a working ethics checklist for using these tactics responsibly. The case for why this matters is backed by real numbers: analysis of the IPA's dataBANK, a respected archive of 1,400+ award-winning ad campaigns, found that purely emotional campaigns delivered roughly double the profit gains of rational, feature-led ones—a 31% profitability increase versus 16%.
What you’ll leave with.
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A working mental model of System 1 vs. System 2 decision-making, and why it matters for emotional messaging.
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The ability to spot and apply 5 core emotional marketing levers: the emotional spectrum, nostalgia, brand attachment, narrative storytelling, and fear/scarcity appeals.
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3 brand case studies (Coca-Cola, Volvo, Amazon) you can reuse when pitching campaign concepts internally.
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A completed, one-page Emotional Marketing Playbook for a real brand, product, or campaign of your own.
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A small set of reusable templates and worksheets for future campaign work.
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A set of ethical guardrails for using emotional appeals without eroding customer trust.
You’ll want to enrol if you want to…
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... stop losing customers to competitors with a worse product but a stronger emotional connection.
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... write brand stories people actually forward, instead of ads they scroll past.
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... know exactly when to use urgency and fear—and when it'll blow up in your face.
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... turn "nice to have" nostalgia and sentimentality into a repeatable, honest marketing lever.
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... walk away with a finished, presentation-ready playbook for your own brand—not just theory.
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... build campaigns that hold up to scrutiny, backed by a working ethics checklist instead of guesswork.