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Stephen Wunker explores the emotional connection in marketing and how this connection can be applied to Jobs to be Done to lay out pathways for creating targeted, meaningful, and relevant innovations.

The modern Mini Cooper—offered in a variety of eye-popping colors—burst onto the scene in 2001 as a chic version of an old British classic. It quickly became a fixture in trendy urban neighborhoods around the globe. Today, nearly twenty years later, the car still hasn’t lost its freshness: demand for Minis has remained robust with annual sales increasing at a steady pace of 5.2% per year.

On paper, the Mini doesn’t look like it should be such a break-out success. While its modest size makes it ideal for city living, other cars such as the Honda Fit or the Chevy Sonic are equally manageable in tight quarters. The Mini’s Comfort ratings in the Kelley Blue Book are tied with those of the VW Beetle and Toyota Yaris. Its gas mileage is no better than its competitors’, and sometimes it is worse. And with a sticker price that averages about $5,000 more than comparably sized rivals, the case for buying a Mini seems pretty weak.

The Mini’s surprising success comes from its unique, almost ineffable customer appeal. People just feel good about buying one.

Points covered in this article include:

• Figuring out emotions
• Quantifying emotional jobs
• The hierarchy of emotions

Read the full article, Measuring Emotional Jobs To Be Done, on the Branding Strategy Insider website.