Today our focus is on the basic human need for peace of mind and permanence. And that need is expressed through the branding and marketing of the legendary Café du Monde, “the original French Quarter coffee stand since 1862.”
Everything about Café du Monde speaks of history and tradition.
They’ve been around for over 150 years serving the same coffee and the same beignets. They’re proud of their heritage and people come because they know exactly what to expect.
In a world of rapid change, we find peace of mind in institutions that give us the permanence and stability that we don’t have in our lives. There’s something oddly comforting about sitting in Café du Monde sipping a café au lait, knowing that millions of people have done the same thing before me and millions more will do the same thing after me.
Café du Monde evokes that nostalgia for the past, for simpler times and for days gone by. If you visit their website, the second button right after HOME is HISTORY.
And this kind of emotional appeal to peace of mind and permanence is most common in established luxury brands that provide non-essential services – things like restaurants, clothing, and alcohol.
This kind of emotional appeal can also work for older, more established businesses that have gotten results for their clients year after year.
If you have a more conservative or risk-adverse audience, then this emotional need can be a powerful marketing angle for you.