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Feelings not facts are remembered and trusted

When it comes to brands, emotions mean business. While this is easy to sit at my apple computer and write, it's not always easy to convince some of our clients at Gullan&Gullan to invest in emotion rich above the line and below the line communications, when all they're looking for is to convey their brand's features and benefits, facts and stats on television, outdoor and in print.
Feelings not facts are remembered and trusted
Common sense tells us that positive feelings (emotions) about a brand lead to loyalty and for marketing professionals loyalty means long-term brand success. And negative feelings lead to brand abandonment and negative WOM, both of which could result in significant brand damage. These are the obvious reasons why emotions matter, here are five more,

Reason #1
Neuro-scientists have proved that consumers feel before they think, and feelings happen fast. So for best results make sure there is a jolt of emotion at the beginning of your commercial, or you will lose them.

Reason #2
Not only does rational persuasion come after the emotional connection has been made, rational arguments only address needs. Emotions are superior because they're immediate and can stop or jolt people in their tracks.

Reason #3
Believing something to be true is often based on gut feeling.

Reason #4
A strong, positive emotional connection is required to overcome consumers' fear of being sold to. This resistance is common amongst information empowered, post-recession consumers. Real persuasion is emotional in nature.

Reason #5
Finally, a substantial, appropriate emotional connection means less customer abandonment because your advertising is much more than an interruption. Instead, it's laying the groundwork for loyalty.

These five reasons are why I continually advise our clients to convey the right emotion, in a brand-centric™ manner in their above the line communications. Your advertising is more likely to be seen, read, believed and remembered when tapping into consumers' emotions. Importantly, when emotions are involved, you create a relationship between your brand and your customer, and this relationship forms a barrier against your competitors. Emotions may not be quantifiable, but they are bankable.

22 Sep 2010 13:08


About the author

Desirée Gullan is the Creative Director of Gullan&Gullan Advertising (Pty) Ltd. Gullan&Gullan's propriety brand-centric™ methodology forms the basis of every communication service ensuring that brand equity is enhanced through congruent, consistent expression at every touch point from above and below the line, online, and brand experiences. Visit www.gullanandgullan.com email desiree@gullanandgullan.com or call 011 887 6591.