EMOTIONAL POSITIONING – (Brand Management 72)
What’s the glue that holds your concept of ‘positioning” in the doctor’s memory for years, even decades?
Emotions!
‘Emotions’ is the glue that sticks a memory in the mind.
But why do visuals express emotions much better than words?
And there is a neurological reason for that!
The brain has two hemispheres.
The left hemisphere
- Processes information in series.
- It thinks in language.
- It works linearly and methodically.
The left brain is the aural brain and processes words and sounds.
The right hemisphere
- It processes information in parallel.
- It thinks in mental images.
- It “sees” the big picture.
The right brain is the visual brain and processes pictures and images.
- The visual attracts the attention of the right side of the brain…
- …which sends a message to the left side of the brain to read or listen to the words associated with the visual
- The “positioning”, a verbal concept is the Post-it Note.
The glue, the emotions, sticks the brand “positioning” into the doctors mind.
A good strong emotional visual will strongly bond your brand into the mind of the doctor.
Acknowledgment – Image by Bing AI