Emotional Branding

One of my guests on the show this week (10th February ) was Dan Hill, founder of US company Sensory Logic. In our telephone conversation we discussed the extent to which most of our thought is not conscious ( over 99% according to Dan) and the ramifications for this for advertisers. Dan pointed to the growing body of academic research pointing to the powerful impact the visual has on developing an emotional response to messages - with the role of copy being less important than many give credit for.