October 15, 2020

Neither word is quite right, is it?


Only a handful of brands engender feelings that are genuinely emotional.


And only the strongest create more than fleeting connections.


So why do we so love the phrase?


Partly it’s because of what it doesn’t mean.


‘Emotional’ in marketing means not functional. Or rational. Or even irrational.


October 1, 2020

So there I was last week, deep in the analysis of some qual research.


I was trying to pin down a certain type of affiliative need and into my head popped behavioural economics. They’ll have a theory, I thought.


Well I tell you, them biases, they’ve been breeding.


Here’s what I picked out of my Google wormhole.


There’s Social Proof - why po...

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