Why do people gravitate toward a product or brand? What turns people into consumers? Consumers identify with brands based on their cognitive or emotional responses toward them. Established in 1980, HUNTER International has remained a family owned and run business out of Bielefeld, Germany. The nearly 6,000 impressive SKUs, endless collection of handmade leather accessories and sustainable practices can be quite the selling point. However, their message to change consumer behavior is through emotion.
As the leading experts in luxury pet products, HUNTER International’s message remains clear: Feel Loved. Two simple words create an emotional attachment to the brand and builds trust in their products.
We, as marketers, can change the perception of luxury pet products from being overindulgent or unnecessary to an act of love toward your beloved pet. As a marketer for HUNTER, I understand the importance in creating an emotional response through our campaigns while maintaining our brand identity. I keep the underlining message of “love” the same to ensue trust in their buying decision.