Cultural infusion in brands

After rational, emotional and social factors, experts have now decoded another magic ingredient

There was a time when branding was a relatively simple affair. You had to ensure that your brand had a strong rational reason for consumers to buy it and you need to ensure that you stuff it with enough emotional reasons as well. As Jonathan Harries, then worldwide creative director at Foote Cone Belding, put it, “You need brands to be both emotional and rationally anchored. Because if the consumer bought if for purely rational reasons they will never be happy. And if they bought it for purely emotional reasons, they will never be satisfied.”
 
So rational reasons help