Smart Guy Speak

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.