Wolf&Grayson EditorialForging meaningful relationships with consumers is a business imperative. Emotional and experiential connections, built across multiple digital and physical touchpoints, have become the key to lasting brand loyalty. Hugo Hanselmann, CEO and Founder of boutique advisory firm HuHeHa and software developer Xenios, has spent decades helping global organizations move beyond transactional engagement.
At Daimler and later at AB InBev, he spearheaded large-scale digital transformation efforts, including the launch of a Silicon Valley innovation hub and the rollout of multichannel consumer strategies worldwide. Now, Hanselmann helps early-stage and established businesses as well as global corporates translate deep digital expertise into strategies that resonate with modern consumers.
Emotional Resonance at Scale
Hanselmann is clear-eyed about what it takes to establish emotional ties with consumers: it’s not instinct—it’s data. “If you do this on a mass scale, which is mostly the case in the fast-moving consumer goods world, then you have to rely mostly on data that tells you what works and what doesn’t,” he explains.
While intuition and “gut feelings”—that elusive ingredient often credited by the world’s top marketers—can help inspire campaign ideas, Hanselmann believes true resonance is built through iteration, experimentation, and what the data ultimately reveals. Brands must continuously test experiences and measure their impact to identify which emotional triggers generate long-term loyalty.
This data-first philosophy underpins what Hanselmann sees as a critical goal for modern brands: being present not just functionally, but emotionally, in consumers’ lives. “You want the experience with the brand to go beyond function. Maybe you remember a great past interaction, or the brand enabled something meaningful. That’s the kind of connection that brings people back, ” he says.
Four Pillars of Consumer Connection
When asked what makes emotional brand engagement successful, Hanselmann offers a pragmatic framework:
- Create Memorable Experiences: Whether through events, activations, or surprise moments, positive interactions leave a lasting imprint. Hanselmann recalls how he was involved in how Budweiser supported Canada’s ice hockey culture by filling an empty arena with fans for a late-night amateur match—turning an ordinary game into an unforgettable moment.
- Deliver Outstanding Service: Beyond the product itself, how a brand shows up when it matters—especially during customer service interactions—can be a crucial differentiator.
- Ensure Seamless Interactions: Ease of use across all touchpoints builds trust and reinforces emotional comfort with the brand.
- Foster Community: A powerful emotional connection arises when consumers feel part of something larger. But, Hanselmann warns, “the community is rarely centered on the brand. It’s usually centered on a theme, and the brand earns a place by enabling that community to thrive.”
Hanselmann underscores that the most impactful brand communities are built around shared passions, not products. At AB InBev, Budweiser didn’t try to center the brand in Canada—it facilitated the ice hockey community by amplifying the recreational culture and creating moments that resonated deeply with players and fans alike. Similarly, the loyalty seen among Harley-Davidson riders stems less from the motorcycles themselves and more from a shared love of freedom, ritual, and lifestyle. In both cases, the brand plays a supporting role, enriching the community experience rather than trying to dominate it.
The Role of Tribe and Theme
Hanselmann points to the importance of building tribes rather than customer bases. A brand tribe isn’t built through conventional marketing pushes; it grows through relevance and shared identity. “This group becomes a platform of loyal customers—often the top 20% generating 80% of revenue—who act as ambassadors and evangelists,” he says.
Brands that recognize this dynamic can unlock powerful network effects. But again, it’s not about centering the brand. “Recreational hockey was the theme. Budweiser was the enabler. That’s how you earn your place in a community.” This theme-based strategy not only humanizes brands but also makes their presence more organic, allowing for deeper emotional engagement in contexts where people are already emotionally invested.
Personalization: The Next Frontier
For Hanselmann, the future of emotional brand connections lies in personalization—far beyond using someone’s name in an email. Thanks to advancements in AI, he sees the possibility of delivering hyper-relevant content in real time, based on a consumer’s interests, needs, and context. “This is the moment I’ve been waiting for,” he says. “We’ve tried for years, but the technology wasn’t there. Now, AI can finally help brands understand what matters to each consumer and deliver messages through the right channel, at the right moment.”
For Hanselmann, this evolution marks a new chapter in digital engagement: where emotional connections become deeply personal, deeply contextual, and deeply effective. His approach is not built on “hype”, but on tested strategies and a forward-looking view of what it takes to build meaningful relationships in a digital world. From leveraging data to nurturing communities and embracing emerging technologies, his vision is clear: brands that connect emotionally will win.
Follow Hugo Hanselmann on LinkedIn for more insights on how to help your brand better connect with customers.
