Marketing communication is usually based on rational logic or/and emotional appeal.
There is a popular thought among marketers that when you launch a new brand (or when you have brand awareness problem) you should focus on rational logic rather than emotional appeal. It is claimed that your audience should know your brand before welcoming your emotional messages.
In this post I claim that this thought is not correct. There is no contradiction between emotional appeal and your will to promote brand awareness.
The major thing here is to know slight borderline between brand awareness and brand building. Businesses deepen their brand awareness via brand building. Of course at brand building stage you will mainly use emotional values.
However emotional values can also contribute to brand awareness and will increase efficacy of the message. By doing so you will reach larger audience certainly. Word of mouth (WOM) will work effectively as well.
People are more inclined to pay attention to the emotional messages not depending on communication channels (TV, radio, etc.).
Meanwhile I don’t deny the importance of rational messages. Though decision making is governed by our emotions, brand should also use logical (rational) elements.
