Persuade By Reason, Motivate Through Emotion The Big Picture: Fundamental Premise Of Strategic Brand Positioning Focus, at the outset, on both rational and emotional components of perceptions, impressions, beliefs, feelings, associations, expectations and memories. Believe a brand can persuade by reason and motivate through emotion Believe a brand can be described as:
A set of promises made and expectations created that differentiate a product or company from its competitors in positive, contextually relevant and emotionally compelling ways and which are supported by tangible characteristics toward offering the most complete and satisfying experience to motivate the greatest number of consumers.?
Why INFOSEARCH? Our framework usually involves three main steps: Understanding the contexts of specific decisions (the moments when brands are chosen or rejected) across both physical descriptors and emotional characteristics; Understanding what specific product/service attributes and associated benefits decision makers value (and why), within those specific decision contexts; and Understanding how our client?s specific brand(s) and competitor brands perform against those specific attributes and benefits that are so important to decision makers, within that specific decision context.