All you need is love - sustainable brand management

Ilan Lechter, Georgia Phillips and Michael Cramphorn

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.

All you need is love – sustainable brand management

Georgia Phillips and Spike CramphornChairman, Add+Impact International, Australia

Ilan LechterResearch Services International, Colombia

PREFACE

In the past, it was presumed that behaviour was conscious, sequential and rational. The hierarchy-of-effects (HOE) models of advertising, like AIDA, reflect this “old world” thinking, where 'emotional' responses were somehow inferior.

However, in recent years we have learnt a lot about how the brain and how advertising works, mostly because of the advances made in the area of neuroscience. These studies have shown that emotions and feelings are in fact much more...

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