Brain Driven Brands The 3 Forces Behind Every High-Performing Campaign in 2026
Dec 2, 2025
Discover the three powerful forces shaping successful marketing campaigns in 2026: emotion, timing, and framing. Uncover how valence and intensity influence ad responses, revealing that emotional peaks drive sales. Learn why it's crucial to focus on when customers need a product, rather than just who they are. Explore how abstract language can significantly raise your pricing strategies without altering the product. Dive into the shift in marketing dynamics where awareness and emotional context become vital for enhancing conversions.
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Valence And Intensity Predict Ad Responses
- Emotions map onto valence (positive–negative) and intensity (low–high) which predict ad response.
- Positioning your message in the right quadrant changes how people react to your creative.
Target Emotional Spikes, Not Constant States
- Target predictable emotional spikes rather than assuming constant emotion across audiences.
- Time your ads to hit those spikes and conversions become much easier to predict.
Start With When, Not Just Who
- Richard Shotton's idea: think about WHEN customers need a product, not just WHO they are.
- Contextual timing (the moment) often matters more than identity for purchase decisions.