Brands: The Power of Emotion

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That's why politicians are much more effective telling stories than quoting statistics. The statistics may be correct, but the stories ring true.

The Feelings Behind the Purchase

Too many advertisers fall for what I call the "fallacy of rationality." That's when you believe that if you just present the rational benefits of your product—the better mousetrap—the world will beat a path to your door. Sure, features, benefits, and cost/value equations enter into it, but never do they do all the heavy lifting. I can't think of a single purchase occasion that's completely rational.

I anticipate left-brain types will fire angry e-mails at me refuting that last statement. But show me a purchase made for 100% logical reasons, and I'll show you a purchaser who is proud of his rationality—pride being the operative (and emotional) word.

Keep an Eye on Your Emotions

Brands that face a high degree of competitive parity—whose ad budgets depend on what competitors spend—in categories such as soft drinks, beer, and automobiles understand the entry to effective differentiation is through the personality door. They simply don't have unique rational claims to make, so they have to win people's hearts instead of their minds. But all brands, and all products—no matter the industry—can leverage the power of personality to strengthen their appeal. It can only add to the power of a differentiated positioning, (BusinessWeek.com, 10/12/07).

The next time you're tempted to treat your customers or prospects as purely rational beings, think about your own purchase behavior. Enjoy a bottle of Evian (DA) or a cup of Starbucks (SBUX) as you muse, and consider what you're doing even then.

A feature can always be matched. A claim can always be mimicked. But an emotional sweet spot is something your brand can occupy all by itself.

Steve McKee is president of McKee Wallwork Cleveland Advertising, an agency that specializes in businesses with ad budgets under $10 million. He writes his sales and marketing column every month.