Giving way to the power of emotion in marketing
“A [person] makes a decision for two reasons – the good reason, and the real reason.” – J.P. Morgan
Think logically for a moment. What really drives our buying decisions? Especially ones that are quite costly – like a new car, or new home, or new masterpiece hanging on your wall.
Is it safe? Is it well-made? Will it grow in value? Is it a good investment?
When we say, “Yes,” to a purchase it’s not because of logical answers to those questions. Customers and loyal consumers purchase once, and come back, and again, because, “Hey, if it feels good…”
It’s about the emotion behind the purchase.
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” – Dr, Donald Calne
For far too long, emotions have been diminished and ignored in favor of rationality and efficiency. But now, brands must forge emotional connections to offset the age of commoditization… or they will not survive.
In fact, consumer behavior research indicates over 85% of consumer decisions are made emotionally.
Brand messaging must be impactful, relevant, authentic… and believable.
Brand visuals must evoke resonance. That tingle of knowing that feeling: that loving gaze; that captivated look; that playful carelessness that we wish to hold onto forever.
Because Brand is Emotion.
And if it’s not, what you offer is just another commodity.