Did you know that the human brain can make decisions up to 10 seconds before we are even aware of them? This is what a study from the Bernstein Center for Computational Neuroscience in Berlin revealed, which found that, When a person “decides” to buy something, the choice has already occurred in their subconscious. We don't buy based on logic; we buy on emotional impulse, based on how something makes us feel, on the story we tell ourselves when we have it. So, if the purchase decision stems from emotion, why do we keep insisting on selling based on reason?
From transaction to emotion
Marketing has never been about transactions; its foundation has always been about building emotional connections that generate results. Brands that understand this become a part of the consumer's life.
Let's think about Disney, A brand that has made emotion its central strategy. Its internal motto, “Wearing our guest's shoes,” summarizes a powerful philosophy: designing every detail from the customer's perspective. They don't sell tickets to a park; they sell entry into a world where anything is possible.
That same mentality can be applied to any brand, regardless of its size or industry. The secret is to constantly ask ourselves: What does my customer feel when they experience my brand?
Interact to connect
During these three decades, I've witnessed how a simple interaction can transform a brand's perception. I remember an activation we did for a tech company: instead of just showcasing their product, we designed an experience where attendees could try out how that product improved their daily lives. The message transcended, allowing them to feel the brand's promise.
Have you noticed how Apple displays its watches? It's not just a watch, it's what will call the ambulance when you fall or get into an accident, what will give you a better quality of life by helping you sleep better and exercise more.
People forget what they see, they only remember what serves them. What can offer some benefit, advantage, or profit. That's why brand activations, experiential events, and sensory strategies are not “expenses,” but investments in emotional memory, so that they remember the message we want to convey more strongly.
Events reach where digital ads cannot.
We live saturated with visual stimuli, especially in digital environments. However, sight is only one of the five gateways to emotion.
When a brand organizes an event or experience and manages to activate more senses, it multiplies the possibility of being remembered.
A study by Millward Brown showed that Multisensory campaigns can generate up to% 70% more brand recall that are based solely on visual stimuli.
They sell things to provoke feelings
Today, more than ever, brands need to reconnect with their humanity.
People seek meaning, not just service; they seek connection, not just communication. And in that arena, emotions remain the most universal language there is.
“People seek out emotions they wish to relive.”
In upcoming newsletters, I'll continue exploring how to connect with the subconscious, how to design experiences that awaken the senses, and how to turn interaction into lasting emotion. But today, I want to leave you with a question: What does your customer truly feel when they come into contact with your brand?
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