The MyTime Minute
Why emotion-driven connection, powered by strong operations and technology, wins in an AI-driven world
Earlier this week, I read an article recapping some of the most emotionally engaging holiday ads of 2025—campaigns that have stood the test of time and why they worked.
As I worked through the list, I found myself watching the ads… and unexpectedly crying through more than a few of them.
They were all masterfully executed.
But two stood out.
One, in particular, from Teleflora, told the story of a nurse who became a real-life hero to a young boy she supported through cancer treatment. It was raw, human, and deeply moving.
It struck a nerve.
Very few people today haven’t been touched by critical illness in some way. For me, it brought back long days sitting beside my brother in a hospital room as he battled cancer. I was a young teenager at the time, but those years left a permanent mark—one that shaped who I am today.
That’s the power of emotional connection.
And it’s something service brands can’t afford to overlook.
Why Emotion Still Matters in Modern Service Brand Marketing
Why does emotion matter in marketing?
Emotion matters because people make decisions emotionally before they rationalize them logically. Brands that connect emotionally build stronger trust, higher recall, and longer-term loyalty—especially in service-based businesses.
This is particularly true for multi-location service brands, where what’s being delivered isn’t just a transaction, but an experience that must be replicated consistently at scale.
And that’s where the integration of emotion, operations, and technology becomes powerful.
1. Emotional arcs move people—always have, always will
The strongest campaigns don’t avoid discomfort.
They acknowledge it.
They take people from tension to relief, fear to hope, uncertainty to trust. That emotional contrast is what makes stories stick—and what motivates action.
This has always been true. And it still is.
But for service brands, emotion alone isn’t enough. Emotional storytelling must be backed by an operational system capable of delivering on the promise consistently.
2. The deepest impact comes from human outcomes — enabled by strong operations
The most powerful service brands aren’t simply selling haircuts, massages, grooming appointments, or wellness services.
They’re enabling confidence.
Care.
Relief.
Connection.
Belonging.
But those outcomes don’t happen by accident.
They’re made possible by:
- Clear booking systems
- Reliable scheduling
- Accurate payments
- Unified data
- Consistent execution across locations
Technology and process build brand clarity and consistency at scale — the foundation of trust.
Emotion moves clients to action.
The brands that scale successfully understand that human moments are enabled by strong infrastructure.
3. In an AI-driven world, integration is the competitive advantage
Technology is accelerating. AI is reshaping operations. Automation is reducing friction across the customer journey.
For multi-location service brands, this is a gift — if used well.
Unified systems create:
- Visibility across locations
- Consistency in experience
- Stronger brand standards
- Better data-driven decisions
But no amount of automation replaces the emotional core of the customer relationship.
Humans are still hard-wired to decide emotionally.
Our brains process information in a predictable order:
- Reptilian brain – safety
- Limbic brain – emotion
- Neocortex – logic
As neuroscientist Richard Restak said:
“We are not thinking machines. We are feeling machines that think.”
Technology supports the rational justification.
Emotion initiates the decision.
The most resilient service brands design for both.
How Service Brands Can Align Emotion, Operations, and Technology
If you want your message — and your experience — to stick:
Start with emotion.
Support it with systems.
Scale it with technology.
Ask yourself:
- What do we want customers to feel at every touchpoint?
- Are our operations designed to consistently deliver that emotion?
- Does our technology create clarity and consistency across locations?
- Does our brand experience reinforce trust at scale?
When emotion and operations align, growth becomes repeatable.
The Opportunity for Multi-Location Service Brands
Service brands today operate in a different environment than they did a decade ago.
Customers expect:
- Convenience
- Consistency
- Personalization
- Speed
Operations must be unified.
Data must be visible.
Systems must work.
But what customers ultimately remember is how they felt.
As Maya Angelou famously said:
“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
The opportunity isn’t to choose between operational excellence and emotional connection.
It’s to intentionally design both.
That’s how trust is built.
That’s how brands endure.
And that’s how multi-location service businesses grow with strength — not chaos.
Frequently Asked Questions
Why is emotional marketing effective for multi-location service brands?
Because service businesses sell experiences. Emotional marketing strengthens trust, recall, and loyalty—especially when supported by consistent operations and unified systems.
Does emotional marketing still work in an AI-driven world?
Yes. AI improves efficiency and visibility, but customers still make emotionally driven decisions before rationalizing them logically.
How can service brands balance technology and human connection?
By using unified operations and automation to ensure clarity and consistency, while designing every customer touchpoint around intentional emotional outcomes.
Onward and upward,
Meghan Young
Chief Marketing Officer, MyTime
The MyTime Minute
A recurring leadership memo from MyTime on building modern service brands — at the intersection of customer experience, brand, growth, technology, and trust.
Designed for operators, marketers, and leaders building brands meant to last.
