Tom Asacker: A brand choice is a feelings choice.

The Business of Belief: Why We Believe What We Believe in Business and Life

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A brand choice is a feelings choice.

My entire philosophy of brands revolves around the star called "feelings." Not emotions, mind you. I don't subscribe to the brands as emotional connection philosophy. I prefer to view a brand choice as a feelings choice.

Now, you're probably thinking: "Emotions . . . feelings . . . pure semantics."

I don't think so. It may be a subtle distinction, but it’s an important one nonetheless. Feelings are not the same as emotions. Rather, "feelings" refers to a very specific quality: pleasantness, unpleasantness, or neutrality in an experience.

Pleasant feelings--excitement, fun, reward, increased self-esteem, etc.--habitually condition desire. Unpleasant feelings--pain, effort required, decreased self-esteem, etc.--condition aversion. And neutral feelings condition forgetfulness.

Let's look at the "feelings" behind most customers' brand choices:

Indifference - The choice doesn't really matter all that much, and I do like this brand (of chewing gum, beer, soda, toothpaste, underwear, mayonnaise, etc.), so why exercise my neurons and waste time?
Inertia - The choice does matter, but I really don't feel like dealing with it. My guess is that after I spend the time and emotional energy needed to investigate and change (banks, insurance companies, utilities, dentists, gyms, etc.), I'll end up finding more of the same.
Aggravation - Okay, these prices (and lines, people, operating system, etc.) are starting to piss me off. I'm going to try that other (gas station, grocery store, car rental company, coffee shop, cell phone service, sandwich shop, computer, etc.).
Desire - I'd really like to (look better, save time, laugh, learn, make new friends, make a difference, etc.) and I think that this brand may be able to help me do so.

Yes, customers' decisions have an underlying combination of rational and emotional factors. But, their decisions are always driven by a "feeling." Staying tuned into and appealing to those changing feelings is what brand-building in the 21st century is all about.