For decades, marketing theory rested on the assumption that consumers evaluated products rationally. They compared features, prices, and benefits before making decisions. But modern behavioural science tells a different story. Most decisions are not made through logic. They are made through emotion, instinct, and subconscious cues.
Phaneesh Murthy captures this reality with striking clarity: “People do not make brand decisions with spreadsheets. They make them with feelings.”
The Emotional Brain Makes the First Move
Neuroscientists now estimate that as much as 95 percent of purchasing decisions are subconscious. Even when consumers believe they are comparing options rationally, their emotional brain is already guiding the choice.
A brand of coffee becomes comforting because it reminds someone of home. A piece of jewellery becomes desirable because it symbolises accomplishment. A gadget becomes attractive because it reinforces the user’s identity.
In each case, emotion drives the first impulse. Logic arrives later to justify the decision. This is why emotional marketing has become not only powerful but essential.
Phaneesh Murthy explains, “Marketing is not persuasion. It is psychology translated into storytelling.”
Why Logic Alone No Longer Works
The modern consumer is inundated by content, thousands of ads, messages, and notifications competing for their attention daily. Logical arguments get buried in this endless flow. Emotional cues, however, cut through instantly.
Logic requires attention. Emotion triggers instinct. Logic asks the consumer to evaluate. Emotion moves the consumer to act.
In fact, long-term brand studies show that emotionally-led campaigns perform significantly better in building loyalty and lasting market share compared to rational ones. Emotion creates memory. Logic creates comparison. And comparison is dangerous in an overcrowded market.
Identity and the Stories Consumers Tell Themselves
At the heart of emotional marketing lies a profound truth: people don’t just buy products, they buy versions of themselves.
This is the foundation of identity marketing. Humans are narrative-driven beings, and everything they purchase feeds a story they want to tell about who they are or who they aspire to become.
Phaneesh Murthy reinforces this point by saying, “Every brand lives inside the identity of the customer. Win that identity and loyalty follows naturally.”
Emotional Triggers That Shape Consumer Behaviour
While emotions are layered and complex, they tend to revolve around a few universal triggers. Belonging, aspiration, trust, comfort, and excitement form the backbone of emotional decision-making. When a brand communicates these feelings effectively, it builds deeper psychological connection.
The consumer does not consciously analyse these triggers, they feel them. And those feelings form the foundation of brand preference, advocacy, and loyalty.
Why Storytelling Outperforms Traditional Advertising
Stories are the emotional vessels through which brands travel. Neuroscience shows that stories trigger oxytocin, the hormone associated with empathy and trust. This is why stories create resonance, while traditional feature-based advertising fades into noise.
A compelling story does not sell a product. It sells belief.
It sells identity. It sells emotion. It sells meaning.
Every major global brand, whether in fashion, food, tech, or lifestyle, thrives because it masters the art of emotional narrative. In the age of overstimulation, storytelling becomes one of the few remaining ways to stand out.
Phaneesh Murthy articulates this perfectly: “Stories do not sell products. They sell belief. And belief is the foundation of every brand relationship.”
How Marketers Can Build Emotion-Led Campaigns
To embrace emotional marketing, brands must shift from feature-driven messaging to human-centred storytelling. This requires understanding what the brand represents emotionally, what the audience aspires to, and what identity the product reinforces.
Strong emotional marketing is not about manipulation. It is about clarity. It is about speaking to the deeper motivations that shape consumer behaviour. When a brand consistently evokes the right emotions, loyalty becomes a natural outcome rather than a tactical one.
The Strategic Advantage of Understanding Consumer Psychology
Marketing becomes exponentially more effective when it aligns with how people truly think and behave. Brands that understand psychology can anticipate decisions, create deeper engagement, and develop loyalty that outlasts competition or pricing pressures.
Phaneesh Murthy summarises this advantage in simple but powerful words: “Relevance is emotional. If you win the heart, the mind follows. And the wallet follows the mind.”
Conclusion: Emotion Is the Modern Marketer’s Greatest Asset
In a world saturated with choice, emotion becomes the clearest differentiator. Brands that emotionally resonate rise above the noise. They form bonds deeper than convenience and stronger than discounts. They become part of the consumer’s identity.
The future of marketing will belong to brands that understand human psychology with empathy and communicate with emotional clarity. When a brand makes a consumer feel something meaningful, it becomes unforgettable.
This blog is curated by young marketing professionals who are mentored by veteran Marketer, and industry-leader, Phaneesh Murthy.
www.phaneeshmurthy.com
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