The emotional contract, the most important contract with our customers.

It is easy to see what is written in black and white, it usually lays out the roadmap and the expectations for all the parties. It is easy to understand and everyone is able to play their part. There’s an even more important contract, and this has to do with the things that are not expressed in black and white but are equally important.

The emotional contract focuses on how you treat each other, the expectations that you have with your stakeholders. Customers also have emotional contracts with us, they have certain expectations on how our brands needs to show up for them and deliver on our brand promise. It is expected that when our brand is quick to say what it is that we do, that we live up to the brand promise.

Customers will rarely speak badly about a brand that they have a strong emotional connection with. Its no longer about just the fun creative stuff, its how your brand shows up when it really matters to customers.