Brand strategist, Marc Babej, speaking with Tom Asacker last week:
Conventional branding wisdom assumes that “emotional” and “rational” are somehow mutually exclusive, or opposed. That’s a false dichotomy. In reality, the two are very much intertwined. Save for a few image-driven categories, an emotional connection is the result of delivering against a tangible – call it “rational” benefit. By any standard, mileage per gallon is a rational benefit. But it elicits quite an emotional response, particularly with gas prices hovering around $3 per gallon. The Prius, is probably the most “rational” car in decades. It’s not cute, fun or sexy, but owners are quite emotional about it, for quite rational reasons.