Katherine_Foxglove - The Monday Morning Memo

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BINET: The core of brand building is emotion. I think we’re fairly clear on that.

FIELD: Absolutely. There’s an enormous amount of evidence that emotionally charged communications and emotionally charged brands have an enormous advantage in the marketplace. Not only do they sell more powerfully, but they’re able to charge higher prices than their more functional competitors.

So there’s a huge body of evidence that is increasingly well-known and well-understood that says you really need to develop emotional equities for brands, and emotional communications. The problem, of course, is that it tends to deliver over the longer term, not the short term. And the most powerful way to drive short term results is with precisely the opposite function. As Les has been saying, those functional products benefit from direct marketing techniques that focus on a price, a promotion, or a functional feature.

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- Les Binet and Peter Field, transcribed from a YouTube video

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