How Affectiva branded 'EmotionAI'
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When I heard Gabi Zijderveld, chief marketing officer of emotion measurement technology company Affectiva, describe writing 44 handwritten thank you notes at a conference she’d organized, my interest was peaked. She told this story at a recent gathering of The CMO Club, not to brag but rather as a reminder that a little extra effort can go a long way, in this case, helping Zijderveld generate substantial word-of-mouth about a new tech category her company was promoting.
Digging into the background behind the notes and the conference, I discovered how companies can redefine the business they are in and use cost effective ways to spread the word. In this portion of our interview, Zijderveld details how the idea of “#EmotionAI” came into being and the transformative role it has played for Affectiva.
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