It's what brands don't say that matters

This article argues that marketing focusses on rational messaging, whilst consumers make most of their decisions emotionally, and suggests a number of ways in which brands can create greater emotional appeal.

It's what brands don't say that matters

Pete BuckleyMEC

Why the unintentional, unconscious signals people and brands create are more powerful than planned conscious communication messages

Contrary to popular belief, the decisions we make are mostly driven by emotional unconscious thinking (instinct/gut feeling), often described as System 1 thinking rather than rational conscious thought (known as System 2). Accordingly, it is feelings and associations which often dictate our decisions.

The majority of marketing, market research and advertising is still firmly rooted in System 2 thinking. Advertising objectives continue to focus around the need to communicate 'messages' and 'propositions' that...

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