"It is a marketer's folly to overplay how rational our decision-making really is. System1's Andrew Tindall argues that the heart, not the head, runs the show and explains how to craft more effective advertising. "Only art can make you feel, and only feeling can make you act." Bill Bernbach said that, but I'm guessing he never pre-tested an ad with procurement's boot on his neck. I used to love cocktail culture. Like, seriously love it. I ran on-trade (bars) sales"
"I used to love cocktail culture. Like, seriously love it. I ran on-trade (bars) sales for Bacardi in London's fanciest (and campest) part of town: Soho. My early twenties were heaven, hanging with bar owners, bartenders and drinkers alike Monday to Friday. I genuinely became obsessed. It didn't help that I would spend my weekends in these bars as well..."
Many purchase decisions are driven more by emotion than by rational analysis. Emotional, artful advertising generates feeling that motivates action and builds long-term brand equity more effectively than short-term, persuasion-focused campaigns. Advertisers have historically balanced showmanship and salesmanship, with visual art and color printing shifting ads toward emotional appeal. A recent film traces a 25-year effort to measure advertising's "magic" and presents data supporting the primacy of emotion for brand growth. Practical marketing environments, including procurement processes and pre-testing, can constrain creative risk, but sustained investment in emotionally-driven creative, measured rigorously, delivers stronger brand returns.
Read at The Drum
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