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Never Always,
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Strategic Marketing in an AI World.
By Patrick Gilbert.

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Free Chapter

The Emotional Edge

Chapter 15 from Never Always, Never Never

Why do emotional campaigns outperform rational ones over time? This chapter draws on Binet & Field's landmark research to explain the long-term advantage of emotional advertising and what it means for your marketing strategy.

Free chapter

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What you'll learn in this chapter

  • 1.Why emotional campaigns generate stronger long-term business effects than rational ones
  • 2.The research behind Binet & Field's effectiveness data and what it means for budget allocation
  • 3.How to balance emotional brand building with rational performance messaging
  • 4.Why "rational" advertising often wins in the short term but loses over time
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