Brand tracking platform, Tracksuit, has released a new white paper titled “The Emotion Effect” aimed at educating marketers on the critical role of emotional storytelling in long-term brand growth. The report comes as many brands struggle to balance short-term sales targets with the need to build lasting customer loyalty.
The report highlights research from several leading sources, including Tracksuit’s platform, Google, IPSOS, and The Institute for Practitioners in Advertising (IPA). It argues that while emotional advertising consistently outperforms rational, promotion-driven campaigns, many marketers feel pressured to deliver immediate results, leading to an over-reliance on short-term tactics. These approaches, according to the report, risk undermining a brand’s long-term growth potential.
James Hurman, Founding Partner of Tracksuit, explained, “Most marketers understand the power of emotional advertising to grow a brand, but cave under pressure to show quick returns, leading to an over-reliance on rational, promotional, and activation-driven campaigns.”
In line with current industry discussions around the effectiveness of emotional marketing, the report outlines what Tracksuit refers to as the “seven deadly sins” of emotionless advertising. These include behaviors such as relying too heavily on promotional messaging (Wrath) or focusing solely on immediate sales at the expense of long-term profitability (Sloth). Other so-called sins, like Greed, describe the tendency for brands to prioritize rapid awareness over sustainable brand equity.
Ariane Pol, Global Head of Research at Google, whose insights are integrated into the white paper, emphasized the importance of focusing on long-term brand differentiation.
“If you’re trying to build your brand long-term and people might not be in the market for it right now, it’s about taking them on a journey and sharing why you’re different,” Ariane Pol
Tracksuit’s new report also reviews several major brand campaigns—including those from Airbnb, Heineken, La Roche-Posay, and Mattel—to illustrate both the advantages of emotional storytelling and the pitfalls of failing to connect with audiences on a deeper level.
The launch of “The Emotion Effect” white paper taps into a larger conversation within the advertising industry, where marketers increasingly debate the balance between immediate sales and long-term brand building. The IPA has long advocated for more emphasis on emotional marketing, with its own research consistently demonstrating the higher return on investment that comes from emotionally resonant campaigns. Digital platforms such as YouTube, which blend video content and storytelling, are highlighted in the Tracksuit report as key spaces where emotional content has a significant impact.
Founded in 2021, Tracksuit offers brand tracking services to a wide range of consumer companies, using ongoing surveys and data collection to measure brand awareness, customer preference, and overall brand perception. The company has grown rapidly, serving clients such as MGM Resorts and The RealReal, and has expanded its operations to include offices in New York, Auckland, Sydney, and London.
Marketers interested in a deeper exploration of emotional advertising strategies can access the full report at Tracksuit’s website.