Marketing Angst

A few weeks ago, I walked you through a process that could help you define a set of values for your brand. The exercise involved an exploration of two sets of drivers to purchase – rational and emotional.

This week I’ve been struggling with a purchasing decision of my own.  It’s a biggie. And guess what?  The rational and emotional values involved were completely at odds with each other.  The result – major anxiety for me.  Even a few sleepless nights.

The problem is I’m not buying a well managed brand.  In fact the product isn’t branded at all.  I’m looking at buying a new house.

But what it has given me is a clear, first hand look at what happens when there’s dissonance between the rational and emotional.  As a consumer I’m paralysed, not knowing which way to turn.  Head is doggedly playing a broken record of practical considerations – the price, the features, the benefits, my material requirements.  But the heart is thumping to a different tune – one that captures lifestyle, relationships, aspirations and even through it sounds romantic. . . dreams.

And guess which pull is stronger?  You got it.  For me the heart wins hands down.  Unfortunately for my ‘other ‘arf’ the rational argument seems to be winning.  Oh oh, I think it’s going to be an interesting weekend. . .

Sara is a marketing specialist with a wealth of on-line and traditional experience. With award winning credentials as an advertising writer, her career also spans the disciplines of planning and strategy for both B2B and consumer clients. Having worked for one of the the UK's biggest non-London agencies, Sara now works on a consultancy basis for clients large and small. http://www.smallbizpod.co.uk/blog