Marketing communication triggers emotional responses in the brain. The more effective the marketing, the more appropriate the trigger. But communication never exists in a vacuum and these emotions are themselves connected to deeper stories and rewards.
Logically therefore, for marketing communications to work effectively, two things must happen:
1. We must first determine what the story is and why that matters to our audience
2. And then provide them with a clear and positive emotional reward.
That is effective marketing communications.
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