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Superhero Branding

(Video) Emotional Marketing Case Study Part 1: Juan’s Flying Burrito

Photo by PROSodanie Chea

Welcome to Part 1 of a series of 12 case studies in Emotional Marketing… over the next months, I’ll be taking you on a video tour of New Orleans through its most extraordinary restaurants and businesses….

I’m going to show you exactly how 12 establishments created a thriving business and loyal following by weaving one of the 12 basic emotional needs into their message and brand. ….

And how you can transform your business by tapping into the emotional need that you fill for your customers.

It’s well-known that humans buy not from their brains but from their hearts….

Yet, so many of us continue to market our businesses in a way that appeals to logic, rather than emotions…

The sad irony is that we start our businesses from emotion – an intuition, belief, conviction or desire that drives us into action – but somewhere along the way we lose touch of what makes us extraordinary and we start doing business just like everybody else….

Whether we start marketing by example or we think we have to be a certain way because all the other businesses in our market are that way, or we simply get so deep into running our businesses that we forget why we went into business in the first place. And we stop running our business in a way that no one else does.

The good news is that’s easier than you think to reconnect with the core emotions and convictions behind what you do. You just have to understand which of the 12 emotional needs is the primary driver for your ideal client…. Or what’s going to inspire them to choose your business because your products and services connect with them emotionally…

Over the next month, I’m going to reveal each of these 12 emotional needs and how they’re expressed through 12 extraordinary businesses in my home town of New Orleans, so you can see some real world examples of how to create emotional marketing with integrity and soul.

Today our focus is on the basic human need for fun & adventure. And that need is expressed through the branding and marketing of Juan’s Flying Burrito (watch the video below for an inside look into this establishment)…

Photo by Andrei Porfireanu

Everything from the logo of the flying burrito (which is Spanish for little donkey), to the colorful murals outside the restaurant, to dish names such as the “Mardi Gras Indian,” to the blog posts featuring Juan’s Flying Burrito Song in both an Acoustic Version and a Metal Version – conveys fun and adventure…. And made that part of me want to make a pilgrimage to this restaurant….

==> Subscribe to my blog or YouTube channel to receive all 12 video case studies…

And leave a comment below and let me know which emotional need you think your business fulfills.

Is it fun and adventure like Juan’s Flying Burrito? (Watch the video to find out!)

Love it? Hate it? Let me know...

  1. Cherith

    I LOVE Juan’s!!!! I used to frequent the Magazine Street location along with a few other must-eat places I hope you highlight. Nice way to frame your message! I can’t wait to see the rest of your videos, not only to tour through my home town and all of its culinary wonders and reminisce, but also to delve into your emotional marketing message of which I am truly intrigued. I am an artist and health coach and appreciate what you are sharing here, being who you wanna be.

    Reply ·
  2. Mark

    I loved the video Marisa! It’s funny, I am an artist whose brand promise is “Creating with passion and integrity to enrich your life” and I am playing it safe, trying to market according what’s popular instead of what’s unique and extraordinary. Thanks for the wake up call! I have some soul searching and brain storming to do!

    Reply ·
    1. Marisa Murgatroyd

      Awesome, Mark! Give yourself that creative license… 🙂

      Reply ·
  3. Selwyn D. Goodwin

    This is the most influential video I have seen. The intertwining of the “emotional markets” with the physical markets is very well done and the link between the markets was beautifully brought out. I have subliminally been aware of what you are getting at for some time but this is a knock on the head I needed years ago – these are facts you have exposed, not only ideas.

    Reply ·
    1. Marisa Murgatroyd

      Wow! That’s a massive complement… thanks so much. Happy that I played a part in helping you become aware of your “emotional markets.”

      Reply ·
  4. Lisa Johnson, Yambassador at Yummy Yammy

    Thanks, Marisa. I’m working on this right now for my business Yummy Yammy. I can see the features (delicious, fat-free, new, no sweetener or honey-sweetened, incredibly nutritious, etc). I can see the benefits to the consumers (a great meal that’s filling and nutritious, feel great after you eat it, tasty, etc). But I’m trying to get beyond that, to the hook for the eater. And I’m too close to it! Given what you’re saying here, I’m thinking it has to do with “feel great not guilty” or “yes, you really CAN eat the whole jar”, something like that. I’m trying to get to delight for people. But I can’t come up with how to say it. I’ll eagerly watch your following videos for clues! Thanks.

    Reply ·
    1. Marisa Murgatroyd

      Hi Lisa – Yes, I definitely recommend going beyond those features and benefits and embueing your messaging with the core emotional needs too… definitely keep watching!

      Reply ·
  5. Eva Zacls

    Great video and a lesson, Marisa. It has stimulated my thinking on how I can incorporate more fun, adventure, and art into my brand. Thank you.

    Reply ·
    1. Marisa Murgatroyd

      Fabulous! Can’t wait to see how you incorporate art, fun and adventure… 🙂

      Reply ·
  6. Cindy

    Thanks Marisa for the insights and inspiration on how to be extraordinary in my own business. You are inspiring for me.

    Reply ·
    1. Marisa Murgatroyd

      You’re welcome. You are extraordinary.

      Reply ·
  7. Timothy

    Great Video Marisa! You are right on time. thanks for making the emotional connections apparent to us. I agree with your point where we all lose ourselves trying to fit in. I look forward to your next video.

    Reply ·
    1. Marisa Murgatroyd

      Thanks Timothy! It really is all about emotions when it comes to branding and that’s something that can be so easily forgotten.

      Reply ·
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About the Author Marisa Murgatroyd

Marisa is the founder of Live Your Message, where she turns entrepreneurs into Online Superheroes, and the creator of Start With You where she helps people just like you to discover the business they're meant to build, not just the business they can build. At 4’11 and a quarter, she’s called the shortest woman in marketing — and that doesn’t stop her from having huge ideas. She’s the “go to” brand builder for industry luminaries and heavyweights such as Justin Livingston, Callan Rush, Danny Iny, Alexis Neely and Susan Peirce Thompson. Marisa helps entrepreneurs create a business that is authentic and aligned with who they are, to empower them to turn up the dial on their “inner superhero”, so they can be the superhero to their tribe, as well as in their own lives.

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