The Relationship Between Emotion and Attention in Brand Building

Orlando: I guess the question is how do you create emotion to achieve the kind of effects that Rob was really what my section was about. How do you create work with broad and popular appeal? Orlando: Emotion is one of the things that can push it towards the top of that band so if there's a ceiling my motion is what's going to push it to the top ofthat ceiling in any given platform. And we found also that these right brain campaigns they kind of worked by increasing mental availability so this helps them work in the longer term lasting effects but there are some right brain campaigns that work particularly well in the short term weren't there.