Emotion is the ink memories are written in.

Emotion is probably written with a quill, on parchment making that nice scratchy sound. And it definitely has lovely hand-writing.

The kind of letter you’ll remember, perhaps even show it to your friends.

And certainly not the kind of letter I stuff in the kitchen drawer to forget about. Especially the ones with Final Warning on. Eeeeek.

'Emotion is the ink memories are written in' is a wonderful quote from Claire Strickett , strategy wizz and all round brain box at Anomaly.

What does it mean for Underdog brands?

We know from the research at Ehrenberg Bass Institute, that Underdogs grow by increasing category penetration and increasing the numbers of light buyers.

So that means, you've gotta (steal) persuade some of the bigger brands customers to trial your product.

The public aren't loyal or monogamous. Even the nice ones, who say I do are dirty cheaters.

How do you persuade the public to part with their hard-earned cash?

Well there are lots of ways, but one of the most effective ways is to tug on peoples emotions. Don't fall into the trap that emotion is tear-jerkingly emotional.

You need to make them laugh, snigger, nod, grimace, lol, gasp or weep uncontrollably. Whatever it is, make them react.

So what can you change today?

Of course you could carry on with logic oriented advertising, and avoid emotion all together. Some brands do that really well.

But if you want to create brand growth, then one of the quickest and most effective is dialling up the emoshe.

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