Emotions not thoughts have the energy to move (e'motion) or change our behaviours

The word emotion comes from the latin to ‘move out’ – e’motion.

Originally emotions were thought of as demons that possessed people and influenced their behaviour. Today we recognise emotions as changes in our chemical balance. Changes that are designed to help protect us, to seek out food, procreate and to explore the world. The world of branding has always understood the role emotions play in decision making. What’s new is our understanding of the science behind these emotions, what triggers them and which emotionals have the greatest impact on our behaviours.

“Rather than telling a functional story, we wanted to bring our story to life in a powerful, engaging and emotive way. We wanted to be bold and ambitious,”

Kerris Bright, CMO at Virgin Media told Marketing Week

“People make decisions emotionally not rationally… we need to connect with people emotionally through advertising and not through reason.”

KFC’s CMO David Timm 2015