There may not be a word that is more associated with certain clichés than romanticism. The romantic are, when you first try to think about it, delicate porcelain cups, watercolors of flowers, pastel colors or passionate love stories that can be read (or should be read) by sighing and thinking about how difficult it is for a such a passionate story can unfold in the real world.

But the truth is that this is to stay only with the first layer of what romanticism can evoke. If we get academic, Romanticism, with a capital letter, is a cultural movement that goes far beyond the young Werther committing suicide for an unhappy love. Romanticism was a whole revolution in the way of thinking, a break with Cambodia WhatsApp Number List  limits and barriers and an invitation to inspect feelings and allow oneself to be guided by emotions. And, curiously, this is where the key can be found for what could be the next frontier for building stronger brands and companies more in line with what the consumer expects. Romanticism is the new key to understanding branding.

The importance of emotions and feelings is not a new element in the field of brand building. In recent years, there have been several experts who have highlighted the importance of emotions as a driving force in purchasing decisions, brand building or relationships between consumers and products. The arrival of millennials in the field of consumption has made this position become something even more important, since for them the emotional and the feelings are much more decisive than what they are for other demographic groups. The members of the Millennial Generation do not want only brands that offer products that respond to their needs, but they want human brands, committed to the environment in which they move and with which they can establish emotional ties.

Emotions have therefore ceased to be solely a value of personal life and have become part of business language. Its trail can be followed from branding analysis, with the now commonly known concept of lovemarks, to the newest and emerging world of content marketing, where emotions explain why some content triumph more than others and also give an explanation to which makes some go viral and others stay by the wayside.

But feelings and emotions can have many more applications and can serve many more things: the brands of the future will have to begin to understand not only that they need to establish emotional ties but also that they have to live according to them. If Romanticism was the exaltation of feelings, romantic companies will be those that do not live with their backs to them and that know how to turn them into a powerful asset.

The romantic company,The time has therefore come for romantic organizations. The concept and the analysis are behind the marketing specialist Tim Leberecht, who will be in Madrid talking about how to design romantic brands in the era of big data on October 29. The key to understanding what a romantic venture is is in what romance is and is not. As Leberecht explains, romance is the “state in which we feel passionately alive.” This state is one of those that is usually forgotten in the world of companies, since it involves introducing a few risks into the management of the brand. Basically, brands fear it as it is a kind of invitation to lose control.

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