#MedTech Marketing

Emotional Branding: The Shared Rhythms of AC/DC and Steve Jobs 

Emotional Branding The Shared Rhythms of ACDC and Steve Jobs

From the guitar riffs of AC/DC to the groundbreaking innovations of Steve Jobs, emotional branding has been the unsung hero behind some of the most enduring legacies. It’s an intricate dance between art and science, involving storytelling, analytical understanding, and authentic empathy, as explored in our deeper look into Emotional Branding in MedTech

At first glance, you might wonder, “How do AC/DC and Steve Jobs relate to you in the MedTech industry?”  

The connection may initially appear tenuous, but it’s anchored in a universal truth that transcends all industries: the precedence of emotional engagement over mere technical achievements. This principle holds especially true for the MedTech industry, where every action companies take profoundly affects individuals, extending beyond just patients, both on emotional and physical levels. If any sector ought to radiate genuine empathy, it’s undoubtedly the MedTech industry. 

Allow us to draw you into the captivating narratives of AC/DC and Steve Jobs: 

In the realm of rock history, AC/DC, born in 1973, boasts an astounding 220 million album sales. Their masterpiece, “Back in Black,” released in 1980, sold over 55 million copies. What’s truly remarkable is their unwavering global fan base, spanning continents from the Americas to Europe, and even Asia and Africa. The secret? It’s not just musical talent, but deep emotional connections forged over nearly five decades. 

In a parallel narrative, Steve Jobs, the visionary who laid the foundation for Apple in 1976, did not merely fabricate innovative commodities; he meticulously sculpted transformative odysseys. Whether it was personal computing machinery, iPods, iPhones, or iPads, Jobs proved to be a virtuoso in choreographing products that resonated profoundly with users on an emotional spectrum. His foresight propelled Apple’s stratospheric ascent, solidifying a brand allegiance that remains unparalleled. Even following his demise in 2011, his legacy continues to course through the veins of Apple’s core identity. 

The harmonious notes that AC/DC and Jobs struck revolved around: 

  • A crystal-clear vision of their unique identity and mission. 
  • A laser-focused approach to their “niche” audience. 
  • A total commitment to crafting memorable experiences over mere “product” offerings. 

The philosophy of emotional branding is crucial for enduring success and holds universal relevance. Whether you’re electrifying a stage like AC/DC, revolutionizing technology like Apple, or pioneering advancements in MedTech like Medtronic, establishing a deep-rooted emotional connection with your audience is paramount. It’s worth noting that this applies to any MedTech organization, irrespective of its size, or its position in its life-cycle.  

Indeed, the principles of emotional branding are effective in communication with investors, scientists, marketing and sales teams, and even executives. We all want to “feel” something, not just “absorb” data!  

Fast-forward to 2023, and the tools of emotional branding include: 

  • “Content Marketing” as the narrative conduit. 
  • “Social Media” for resonance and global outreach. 
  • “SEO” as the strategic bridge to vast audiences. 

What’s truly empowering is that emotional branding isn’t a luxury reserved for the elite; it’s an arsenal available to all, irrespective of the company’s scale or sector. 

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By Guillaume Viallaneix

Founder, President at MedTech Momentum, Inc and the Editor-in-Chief (EIC) of The MedTech Digest.