BRINGING EQ AND IQ TO MARKETING

Summary from the TLDR Marketing newsletter

To build deeper brand connections, companies should blend EQ with data-driven insights. Start by uncovering emotional needs through qualitative methods, then validate those insights with data. Craft campaigns that reflect empathy and authenticity, while using data to fine-tune messaging and delivery across channels. Backed by research on experiential trends, Airbnb spotlighted belonging and inclusivity using guest data on travel preferences, while Café Bustelo engaged culturally Hispanic millennials through pop-ups rooted in community and heritage.