隐藏在消费者心灵深处的秘密.它包括了自我、向往、怀旧、爱慕、尊重、归属、占有、享受、好色、和谐、完美、求知、模仿、安全、逃避和发泄等情感需求。这便是我们激活情感需求的方向和目标。一、强调自我。今天,我们生活在一个个性张扬和体现自我价值的时代.在品牌诉求中能够突出地强调自我是一个非常好的策略。例如.中国移动通信的全球通品牌提出“我能”的诉求.可口可乐的新口号“要爽由自己”等等就是能够较好地吻合消费者内心的自我情感需求。 Hidden in the heart of the consumer, it includes the emotional needs of self, longing, nostalgia, admiration, respect, belonging, possession, enjoyment, eroticism, harmony, perfection, curiosity, imitation, safety, avoidance and venting. This is where we activate the emotional needs of the direction and goals. First, emphasize self. Today, we live in an era of individuality and self-expression, and it is a very good strategy to highlight ourselves in brand appeal. For example, the global communications brand of China Mobile Communications put forward the appeal of “I can.” Coca-Cola’s new slogan “To be cool by myself ” and so on are the self-emotional needs that better match consumers’ inner feelings.