Tag Archives: emotion

Jan24

What’s Your Story?

Tell-Your-Story

Building Strong Partnerships Through the Power of Storytelling Story is an essential part of everything we do in life and in communications. Whether you’re a junior account exec explaining changes on a scope of work to a client, or a creative director pitching a new TV spot, your work can live or die based on […]

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May8

What Do You Get When You Cross “Titanic” With “Dances With Wolves?”

The answer is you get James Cameron’s Avatar. Or Disney’s Pocahontas. So why do these stories recur, and why do they retain their potency and appeal? The reason is simple. And incredibly powerful. We keep buying the same stories because they reflect psychological truths hardwired into us all (as identified by Jung’s “collective unconscious”), and […]

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Mar13

Emotional Branding: There’s a Lizard in Your Brain!

We all have brains. Reptilian brains. And much of our activity is driven by the associated limbic system. It’s not high-functioning, it’s not tremendously analytical. It’s visceral. And it’s this “neuro-gut” response that drives much of our behavior. Our neo-cortex is a much later evolutionary development that is responsible for higher thought and reason. It’s the “thinking man’s” brain. […]

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Mar6

Let’s Get Emotional in Pharma

After 25 years in pharmaceutical advertising, I am perplexed by how limited our industry efforts to “get emotional” with our healthcare audiences has been. Science confirms (and other industries have put it into practice successfully) that most of the decisions we make are based on an emotional response. This is also true for brand selection. […]

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