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Brands must speak to both emotions and logic from "summary" of The Brand Gap by Marty Neumeier
To create a strong brand, you need to strike a delicate balance between emotions and logic. Emotions are powerful drivers of human behavior - they create a connection that goes beyond mere rationality. When a brand taps into emotions, it can create a deep, lasting bond with its audience. Emotions are what make people feel something about a brand, what makes them care. However, emotions alone are not enough. Logic plays a crucial role in decision-making, especially when it comes to purchasing choices. Consumers want to know that they are making a smart, informed decision when they choose a particular brand. They want to see the value in what they are buying. Logic provides the rational justification for the emotional connection that a brand has established. Brands that excel at both emotions and logic are able to create a holistic brand experience. They understand that...
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