SHIFTING PARADIGM
The power of emotions
Karla BarajasAbstract
A theoretical framework exploring the importance of Multisensory strategies as the entrance to the consumer’s mind and heart in order to create an emotional relationship between a brand and the client.
How could a company create real emotions that maintain a loyal consumer? This conference will cover the importance of innovative ways of being close to the consumer considering that the product differentiation is now based on how to give the information to the consumer, to make contact in a high level natural way: Emotions. Statement that goes over consumer emotions as the solution for marketing strategies and the senses as the only way by human nature.
Karla Barajas
PHD Marketing Candidate, Universidad Rey Juan Carlos, Spain, Master in Marketing, URJC, Spain , Master Integrated Communication, UCM, Spain, Bachelor in Business and Marketing, Universidad Panamericana, México.
Over 10 years experience in marketing areas: product, advertising, branding, marketing research and academic research, working with leading institutions like Sony Music Entertainment México, Instituto de Empresa Business School, Madrid and Meta4 Spain. My field of interest covers principally subjects about innovative strategies in marketing like Multisensory, Emotions and how to solve the differentiation problem.
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