Category Archives: Branding

Head versus/plus heart appeal

Struggle or symbiosis?

Reading Osho and ‘Courage: The Joy to Live Dangerously’ I came across a life-changing for me quote:

‘When something New knocks on your door, opening it can ruin your current model of life. The mind defines that as ‘crazy’. But the heart welcomes the New and craves to explore. The mind is connected with the past. But the past is a part of the cemetery already.’

According to Osho, heart and mind do not go hand in hand. Choices must be purely emotional as they unveil the real opportunity to live here and now, to burn, to make mistakes, to be courageous (‘cor’ = heart).

Then, turning back to one of my favourite authors, Oscar Wilde, I remembered:

“What of Art?
-It is a malady.
-Love?
-An Illusion.
-Religion?
-The fashionable substitute for Belief.
-You are a sceptic.
-Never! Scepticism is the beginning of Faith.
-What are you?
-To define is to limit.”

The mind defines. The heart does not.

There is only one world that assumes that mind and heart can work together.

BBH introduces two concepts called ‘the heart’ and ‘the head’ appeal that stand for the emotional selling proposition and the rational motive of the buyer. Functional attributes have to combine with the symbolic values, John Bartle (BBH) says.

Only one illusionary world as Adland can do this mélange. For better or for worse.

If you are a good mum, you will use Persil. (= heart, emotion, symbol)

And also, Persil is there for you for the last 100 years. Hence it’s a stable brand. (=logic, mind, past experiences, stability, rational).

“In the factory we sell cosmetics; in the drugstore we sell hope”