Tests show that most purchasing decisions or decisions to use one service over another are made at an emotional level, and rational/logical arguments are used to defend the decision — even if the other choice would have been a better one.

As marketers, how do we get our customers to feel emotional about us? How do we get them to make decisions at an emotional level?

By showing them “who” we are. That’s branding.

[tags]branding, emotional branding[/tags]