What the World Needs Now
This article was written by Bong R. Osario and first published in The Philippine Star.
People act or behave emotionally 80 percent of the time and rationally 20 percent of the time. A number of studies attest to this. Ask a PR communicator and, in all likelihood, he will agree that his publics don’t decide what to support or not to support on a purely rational basis. When making decisions about brands, services, or causes, they usually go with their guts. Many celebrities and ordinary people, for example, took the ice bucket challenge because of the heightened emotionality attached to the call for ALS awareness and research. Emotions and decision-making are linked in the brain. Both rely on the same neural network. Emotion triggers preference, reason draws up the customer list, but emotion makes the decision.
There are hundreds of emotions, among which is the emotion called love. In any language, type or form, love is probably the most powerful emotion there is. Love is all about authentic fondness, fidelity, fervor, and faithfulness to the things in people’s lives that matter most. Growth and development is moved, inspired and fired up by people’s feelings, not by their logic, however sound it may appear.
Many communicators have already adopted a communication principle used in producing creative solutions and winning ideas anchored on the emotion of love. It is aptly called “Lovemarks,” a brainchild of Saatchi & Saatchi’s Kevin Roberts. It was developed and introduced after years of studying the habits and behavior of consumers that sought to answer why some brands succeed while others die on the vine, and why some brands motivate while others struggle.
In the course of the research, Roberts realized that many brands have already lost their magic and need a major makeover; others may catch attention through creative executions or earn respect through superior quality. Sadly, though, they don’t hit people where they should — their hearts.