In advertising, we assume the only way to get an emotional response is with an emotional appeal.
But Bill Bernbach knew that isn’t true.
Look at the history of Volkswagen advertising.
For fifty years they did product demonstrations.
And they build a brand that has massive emotional appeal.
Ask anyone about VW and they’ll say “reliable”.
That’s an emotional response based on rational advertising.
Because a rational demonstration can have a more powerful emotional affect than something vacuous designed purely to appeal to the feelings.
Done properly, reason is emotion.
Excerpt from: Creative Mischief by Dave Trott
The third marker, I would say, is the most influential of all, yet hardly anyone spots it even though it is staring you in the face. This is the one that arises from Hegarty’s decision not to translate the slogan. By leaving the slogan in the original German he enabled the brand to occupy the position of being not just German, but being uncompromisingly German.
Most foreign cars in the 1980s tried to play down their foreign origins. And in order to demonstrate that their cars were “anglicised,” advertisers used English slogans in their advertising. BMW used the slogan “The Ultimate Driving Machine,” Renault in their 1992 Clio ad used “A certain Style,” and VW in their iconic Princess Diana Golf ad used “If only everything in life was as reliable as a Volkswagen.” But Audi, by sticking to their original German slogan, effectively gave out a super-confident message that their cars were German and proud of it, and that they were not prepared to compromise them by changing them in any way. If people wanted a hybrid adapted to their local market then they could buy one of the other marques, but if they wanted the real thing then they should buy an Audi.
Excerpt from: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising by Robert Heath
This framing effect of brands is not marketing hype; it increases the perceived value and the willingness to pay a premium price — even for objectively identical products. The VW Sharan and the Ford Galaxy are identical cars – both produced in the same factories – but consumers have been willing to spend a premium of €2,000 for the frame that the VW brand added. In the UK, Virgin Mobile has higher perceived network quality and satisfaction scores than T-Mobile despite the fact that it uses the exact same network.
Excerpt from: Decoded: The Science Behind Why We Buy by Phil Barden