The Problem With Emotions vs Rational

Brand building works by creating mental links associations between the brand and advertising. Feelings, which are a much weaker thing than emotions, are more about just kind of like, broadly speaking, you know, I like this brand. But when we talk about emotions, I think we do ourselves a slightly service because it makes it sound as if we should be making people cry or make them frightened. In fact, a lot of times, it's just about charm.