Of brands and emotions

Human beings are rational and often pride themselves on the ability to make rational decisions.

Does being rational mean being free from emotion? While the very definition of rationality would say so, the human brain would beg to differ.

To explain why, let me introduce the 3 brains that make up our brain and are responsible for how we act.

1. The Visceral Brain- or the 'automatic brain' is the instantaneous instinctive portion of the brain. This is perhaps one of the most primitive decision enabling regions of the brain. This brain is fast and helps us react quickly to external opportunities and threats. The Visceral Brain's instructions are basic and are based on information that is innately stored in the brain. To look for food when you're hungry. To run away from an explosion.

2. The Limbic Brain- This is perhaps the most important of the three brains. Before I move on with what the Limbic Brain is made of and how it works, here are 2 facts:

1. The Limbic Brain is not conscious. It helps us with automated activities that do not require conscious thought- think of the way you drive a car or brush your teeth- you're not really paying attention but you're in control. This happens because these actions are driven directly by patterns stored in the memory without involvement of the Rational Brain (later)
2. An overwhelming majority of our actions are controlled by our Limbic Brains. Think of all the things you do. You are not paying attention and taking constant conscious rational decisions for each stroke of that toothbrush or every time you to press the clutch. Contrary to long held beliefs, most of our actions are in auto-pilot mode controlled by the Limbic Brain- and only few are controlled by the rational brain

The Limbic Brain contains the important regions responsible for long term memory- the Hippocampus.
The Hippocampus in turn houses the center of emotions- the Amygdala. The very anatomy of the brain that places the emotion center at the very heart of the the memory center, enables humans to associate every memory with positive and negative emotions. Therefore every time we recall a memory, the emotion associated with it is automatically recalled along with it.

3. The Rational Brain- also known as the neocortex, it is the part of the brain that's responsible for rational decisions. Had this part of the brain been capable of independent functioning, our decisions would be purely rational based on true evidence. Fortunately or unfortunately it doesn't.
The Rational Brain, by its virtue of being rational, has a natural tendency of seeking evidence or proof points for decision making. And the most easily and instantly accessible proof points are our own memories.
When the Rational Brain pulls out a memory, the emotion associated with that memory is pulled out along with it.

Brands without emotions don't work. Emotions come from connecting with people, causes, and the inner self. Coca Cola open happiness, Airtel friends campaigns are great examples of emotions of happiness, togetherness, fun and humanity that arise when people connect with people. The Toyota Prius exemplifies how a cause can define a brand. Nike on the other hand connects excellence in athletic performance to pinnacles of satisfaction a sense of achievement for the inner individual self.

There are brands that combine these different categories of emotions. Apple for instance gives its consumer a sense of inner satisfaction being able to comprehend the simplicity and greatness of design and performance. Apple users. It also gives them a sense of belongingness to like minded individuals from the Apple community.