MOUSTAKAS_BRAND_SCENT_Nov_2017
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• Most buying decisions are based<br />
primarily on emotions, not logic<br />
– How does this product, brand or<br />
company make the customer feel<br />
– Features and price need to make<br />
sense, but this is secondary<br />
Appeal to the<br />
Heart, Not the<br />
Head<br />
• Examples:<br />
– Apple - “I feel like I am hip”<br />
– Walt Disney - “I feel like I am a<br />
good parent”<br />
– Budweiser - “I feel like I am<br />
manly, sexy and fun”<br />
– Nike – “I feel like a winner”
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