The emotional and nostalgic power: The strategies of brands to create connectionsO

Abstract

Brands resort to various strategies to connect with their target public, but it is when they create meaningful and authentic experiences that they can establish deeper bonds. Therefore, it is essential for brands to know exactly which target market they are addressing with their message, to understand what that target market expects from that brand's communication, but also to take into account factors that have influenced and continue to influence public behaviors, such as Covid-19 and the generational shifts. In this article, the business world and its respective communication are contextualized at the marketing level and, subsequently, an analysis of emotional and nostalgic campaigns is presented, which reveals the power of strong communication that brands use to connect with their target audience. Moreover, a critical reflection on the emotional and nostalgic power of brands to nurture impactful connections is delivered, presenting two interesting points of view that make people think.