Brands don't compete for attention: they compete for emotion. I'm not saying this, Harvard says so: More than 95% of our decisions are emotional, as the mental processes that influence decision-making occur in the subconscious, according to a study by Professor Gerald Zaltman. In other words, science once again confirms that emotions truly prevail over reason.
From logic to instinct
For years, marketing tried to convince people with reason: benefits, features, prices, arguments. But science has been telling us for a while that We don't buy what we understand, but what we feel.
Antonio Damasio, a neurologist at the University of Southern California, He explained it clearly: “We are not thinking machines, we are feeling and thinking machines.” This sentence summarizes the challenge for every modern marketer: understand how the consumer feels before trying to influence what they think.
Bits per second is the speed at which information is transmitted, and the University of Pennsylvania reveals that the subconscious processes more than 11 million bits of information per second, while the conscious mind barely handles a few 40 bits. This means that, while we believe we are evaluating an offer, millions of invisible stimuli are already shaping our perception. Color, music, smell, texture, tone of voice… all those small details are what trigger the emotional response that leads to the decision.
Marketing that speaks to the subconscious
Brands that manage to connect with the subconscious are the ones that transcend the product and become experiences.
A great example is Where with its iconic Real Beauty campaign. Instead of selling soap, they sold acceptance, self-esteem, and authenticity. By showcasing real women with real bodies, they activated a deep emotional response related to self-image.
The result was powerful: according to The Guardian, the brand's sales increased by more than 700% in ten years, and Dove went from being a hygiene product to becoming a symbol of emotional empowerment.
Understand how you feel, not how you think
In over 30 years of working with brands, I've found that the most powerful insights don't come from surveys, but from emotional observation. When we understand what do you feel When a person interacts with a brand, it's not just about what they think they say, we can design experiences that truly leave a mark.
Brands that manage to speak to the subconscious will be the ones that win the heart before the mind, and as you know, when the heart decides... the mind just looks for the perfect excuse to justify it.
If you're passionate about this topic, I recommend the book “Buyology: ”The Truth About Why We Buy" by Martin Lindstrom. A fascinating read on how behavioral neuroscience is rewriting the rules of marketing.
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