According to a research study, “Reconsidering Recall and Emotion in Advertising,” published by Gallup-Robinson in the Journal of Advertising (March 2006),* neurologists believe that the attentioning process is largely out of the conscious control of an individual. Emotion rather than cognitive/rational response guides what people pay attention to.
It’s time-tested advice that’s simple in premise but not always practiced. Actually, it’s difficult to count the number of times a company or product we’re working with wants to be positioned as something they’re not—usually it’s the opposite.
The BP oil spill, the Goldman Sachs indictment. …When was the last time you heard a business leader or company speak honestly about a situation? No one in corporate America seems to want to accept responsibility for anything. It would be so refreshing to hear something honest from a politician, athlete, celebrity or corporate executive, [...]
How you communicate your message is just as important as the message itself. Your attitude, your tone and the language you use can be a real differentiator—and a unifying force in your marketing communications.