"Delight not only cultivates loyalty and repurchase, but also fuels revenue growth through cross-selling and upselling opportunities. When marketers create stunts, they tend to focus most on the first part of this journey. They capitalize on surprise - crashing into customers' lives and seizing their attention. But the best stunts take it a step further, by challenging assumptions and prompting people to engage thoughtfully with an idea or narrative."
"Psychologists describe incongruity resolution as the experience of encountering something weird or out of place, which then forces us to grapple quickly with the inconsistency and find some logic in the absurdity. The process of being surprised, and then locating some new logic or truth, can be profoundly joyful. In other words, delight is the feeling when the joke lands, or we come around to a new perspective that just feels true."
Delight represents the intersection of surprise and joy, identified by McKinsey's survey of 25,000 customers as the single most powerful emotion brands can elicit. Beyond capturing attention through surprise, effective brand stunts challenge assumptions and prompt thoughtful engagement through incongruity resolution—the psychological process of encountering something unexpected and finding logic within the absurdity. This emotional journey of surprise followed by new understanding creates memorable experiences. When brands successfully guide customers through this process, they cultivate lasting loyalty and drive revenue growth. Strategic marketing stunts leverage this principle by moving beyond mere attention-grabbing to create meaningful, joyful moments that resonate with audiences.
Read at Entrepreneur
Unable to calculate read time
Collection
[
|
...
]