If you are brand building, then reach for the EMOTE CONTROL!
A trend that is often overlooked in marketing is that everyones feels before they think and that the non rational emotional reaction comes before the more rational secondary one. One way to minimise branding risk is by looking into account what brain science tells us about the importance of creating an emotional connection with consumers.
Rene Descartes famously philosophised that ‘ I think, therefore I am ‘. Brands and businesses have religiously followed suit with a prejudice for the rational. In branding terms, this means that companies remain too product-focused, concentrating on functional, utilitarian benefits, which can be easily measured, monitored and understood. This is obstacle number 1. Continue reading “If you are brand building, then reach for the EMOTE CONTROL!”