"Much has been written about the power struggle between the rational and irrational powers of the mind - the divided brain, the opposing forces that will convince you to have that extra slice of pizza even though you know you shouldn't. In Daniel Kahneman's landmark book, ' Thinking Fast and Slow ', they are described as two separate systems of thinking; first, the emotional and irrational process that makes you love or hate something, followed by the slower and more thorough process of rational logic."
"Balancing the short-term "sugar hits" of performance marketing with the long-term, "slow burn" power of emotional brand building is one of the most powerful ways a brand can grow and succeed in the digital economy of the future. But despite extensive evidence and research that proves its effectiveness, why is this type of thinking so widely overlooked in marketing? Let's explore."
Human decision-making splits into fast emotional reactions and slower rational analysis, producing internal conflicts over immediate impulses versus considered choices. Balancing short-term performance marketing 'sugar hits' with long-term emotional brand building creates sustainable growth by increasing share of mind. Brands achieving share of voice above share of market grow faster, since growth roughly equals the gap between share of voice and share of market. Digital performance marketing's emphasis on measurable quick wins has led to dependency on short-term campaigns. Those ad-funded campaigns lift revenue quickly but decay fast, risking revenue collapse when campaigns stop, making long-term investment essential.
Read at The Drum
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