Emotional vs rational

"Let's sell experience," Anand declared after the euphoria of having his first gulp of beer in Brunei settled down. " Let's sell memories."

The Energizer Bunny has become part of popular culture. Does it have profound meaning in shaping consumers' lives? No.

Learning from the best marketing gurus in my 20+ years in the business, I say let's create an emotional rather than rational-based relationship with consumers. Especially when marketing lesser known brands/products/destination. A brand like Bintan will not break through by being more convenient or trustworthy. It will only succeed when it offers the consumer an emotional reward and/or relationship that brands like Bali cannot match.