Four ways to create a better emotional strategy

This article argues that strategists, in spite of constantly talking about emotions, actually treat emotional communication rather crudely - only referencing one emotion, or only understanding them as a desired consumer response.

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 pro

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