Emotional communication works. Emotional communication triggers System 1 activity in our brain, thereby creating long-term brand preference. Analysis of more than 1,400 winners of the IPA Effectiveness Awards shows that ads which trigger emotions produce better business results than do non-emotional ads. Yet despite all this, most strategists treat delicate emotions rather crudely.
Too many people talk about emotional communication in general – as if there were only one emotion. And even if we clearly define this emotion, its only place in strategy is often 'tonality', the desired consumer response – or even worse, the dreaded mood board. It seems...