WHY EMOTIONAL MESSAGES BEAT RATIONAL ONES

When the authors sat down to write their book, "Brand Immortality," they knew that the best kind of messaging for building profitable brands would be one of the key issues to address. The book's analyses are based upon the accumulated learning from 880 case studies from the UK national and international competition. What the data show is that emotional campaigns are almost twice as likely to generate large profit gains than rational ones, with campaigns that use facts as well as emotions in equal measure fall somewhere between the two. The data also show that one of the main drivers of pricing effect is the superior ability of emotional campaigns to create a sense of differentiation for the brand.