Marketers love to show off features. It feels safe. But that safety can turn into noise. I believe the smarter move is to speak to what people feel and how they decide. That is why a shift many brands are making is not only wise, it’s overdue.
The company’s CMO, Eric Schwartz, put it plainly. They are moving from functional claims to emotional and process-focused storytelling. That change signals a refusal to compete only on specs and price. It signals respect for how people actually choose.
“The company is transitioning from ‘very functional’ to ‘emotional’ and ‘process-oriented’ messaging,” CMO Eric Schwartz said.
Features Don’t Win Hearts—Stories Do
People rarely remember technical details. They remember how a brand made them feel. They remember a promise that fits their life. I see this shift as a bet on memory and meaning.
Emotional messaging gives products a human purpose. It says, “This helps you become who you want to be,” not just “This has X features.” That is a stronger hook. It travels by word of mouth. It builds loyalty faster than a spec sheet.
The process angle matters too. Buyers want to know the steps, the care, and the thinking behind the product. They want reassurance that their choice is wise. Process is proof without jargon.
Why This Shift Makes Sense Now
Markets are crowded. Everyone can copy a feature. Few can copy a feeling. I read Schwartz’s line as more than a tagline tweak. It is a strategy for durability.
- Emotions drive recall, which drives preference.
- Process stories reduce risk for cautious buyers.
- Feature parity makes specs a weak edge.
- Values-based stories open doors to new audiences.
- Price wars fade when meaning takes center stage.
These gains feed each other. When people feel seen, they listen longer. When they see the process, they trust more.
What “Emotional” and “Process-Oriented” Should Look Like
Done well, emotion is not drama. It is clarity about the customer’s life. It names the struggle. It shows the relief. Then it links that feeling to the brand with simple proof.
Process is not a factory tour. It is a window into how choices are made. It shows standards, trade-offs, and care. It gives people reasons they can repeat at the dinner table.
Blend the two, and you earn both heart and head. That is the point of the shift Schwartz describes.
The Pitfalls—and How to Avoid Them
Some will say this turn risks fluff. They are right to worry. Empty emotion is worse than none. It breeds doubt. It sounds like every brand ad you have heard.
Others will argue that buyers still need facts. They do. Claims must be true and simple. Use proof points as anchors, not the headline. I’ve seen teams win by pairing one clear metric with one clear emotion.
- Lead with the human outcome.
- Back it with a crisp, verifiable fact.
- Explain one step in the process that makes that outcome real.
This rhythm keeps messaging sharp and honest. It also makes creative easier to scale.
My Take: Make Your Brand a Decision Aid
I support this shift because it mirrors how real choices happen. First, we feel. Then, we justify. A brand that helps with both wins.
Stop treating customers like spec scanners. Treat them like people under pressure to choose well. Show you understand their stakes. Show your method. Keep it plain.
Schwartz’s move signals a company ready to compete on meaning, not just machinery. That is the path to durable growth and fewer price cuts. It is also harder to copy.
Call to Action
Audit your next campaign. Cut half the features. Add twice the human stakes. Then name one process detail that proves you can deliver. If you lead a team, set a simple rule: every message must make someone feel understood and give one reason to believe.
The market is done listening to product monologues. Give people a story they can own—and a choice they can defend.
