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rational vs. emotional


Rational vs Emotional: With Brands, It’s Not “Either/Or” It’s “Both/And”

Rational vs Emotional: With Brands, It’s Not “Either/Or” It’s “Both/And”

Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions. As such, brand decisions are neither rational or emotional – they are invariably both. But how do you work with an insight like this? How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral? How do you change the behavior of your brand – and the people behind it – so that every interaction is either striking, or responding to, a relevant emotional chord? How do you do this in a way that isn’t seen as exploitative,...
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