We all like to think that we are rational beings. We weigh up the pro’s and con’s of everyday decisions and take comfort in the fact that we make choices based on logic. Thats the mature thing to do, isnt it?

But thankfully for marketers, that is simply not the case. Emotion plays an enormous role in our everyday decision making.

Neuroscience to the rescue.
Antonio Damasio’s book “Decartes’ Error” explores how every rational decision requires an emotional input. He demonstrates this by telling a story of a man with an inability to make simple rational decisions, following damage to his prefrontal cortex. He recounted stories of how he could flawlessly drive the iciest of roads, with no emotion clouding his ability. But given the simplest of choices, where there was no logical reason to chose one over the other – he simply couldn’t make a decision.

But enough of the science. What am I on about?
Q) In a commoditized market, how can one company stand out above another? How can illogical businesses continue to trade?
A) Brand, and the emotional connection that can be the difference in people’s decision making.

The single best example of this, is Lotto. If you do the maths, you are more likely to become pope than win the lotto. If I was a purely logical being, I wouldnt play Lotto.

However what Lotto have done is avoid positioning themselves as some kind of investment. What Lotto are selling, are hopes and dreams. For yes, I am probably throwing that €3 down the drain, but for a couple of days… I can dream about what I would do with 6 million euro? What would I buy? Where would I bring my friends? Imagine the look on my Dad’s face when I throw him the keys to his new Jag?

The Irish Lotto’s new campaign of “Whats the first thing you’d do?” matches this insight to the tee.