When a brand sells not just a product but an emotional state, all the attitudes and reactions of the community will be positive and replicated.
Estrella Damm is one of those companies, one of the oldest organizations in Spain and one of the few brands that excels in associative branding, far removed from the competition and highly aspirational. What has been their magical formula?
Emotionality + Storytelling.
Damm hasn't just adapted to the market or trends; it has made other national and multinational companies join its initiatives, giving it a distinctive and elevated value over the years.
This brewery, for over a decade, stopped fighting for its product because they understood it doesn’t evoke any emotion or guarantee recognition in the community. It only divides because the public sees differences, not qualities. What a marketing mistake!
Emotionality becomes important because the product or service is presented through values; this triggers attitudes and reinforces people's lifestyle, in this case, Spaniards. Everyone wants something different but the best, something that makes them feel good and builds a positive and unique imaginary that stands out. Cerveza Damm understands this, and it’s what ultimately provides the positioning they always wanted.
That has been the way to sell these beers in Spain. And guess what? They succeeded!
They moved away from the traditional approach and began to emphasize the experiences that consumers desire. When you drink an Estrella Damm beer, you're sharing summer, friendship, naturalness, and excitement, because:
SUMMER = Heat = Beer
FRIENDSHIP = Gathering = Beer
SHARING Friends = Beer
NATURALNESS = Ingredients = Beer
EXCITEMENT = Good times = Beer
Damm conveys this through every channel it has. For example, on its social media, it creates unique experiences through emotional connections, making people feel comfortable. Its messaging as a company is always close and natural, allowing followers and potential customers to relate. That’s why giving soul and personality to brands on social media is the challenge Damm has surpassed compared to other brands.
Now, your task is to build emotional values that are anchored to your functional attributes, meaning they are linked to your products and/or services. Deconstruct your structure and ask yourself:
What do you feel when you use, see, smell, touch, or think about your product/service?
When you find the answer, take the leap without fear! Or better yet, at Penta Marketing, we know how to create a unique experience that allows you to connect with your audience.
