A look.  A feel.  A connection that creates an emotional attachment to a product or service.  It is amazing how one of the most abstract and intangible elements of the human psyche – brand loyalty – creates a feeling so strong that it often can become part of an individual’s identity or personality. Ask people to rationally describe why they are almost spiritually aligned with a car, a computer or a clothing label and they will inevitably surrender to “I don’t know, I just love everything about it. It makes me feel good.”

Effective communication can deliver key message points and tangible results.  Add “creative” to the communication and it delivers the X-Factor.  It changes, “I understand why that may be useful and I might consider buying it,” to “Oh baby, game over. Come home to daddy.”

Only a small percentage of the human population operates in a purely rational mode.  The rest of us, in varying degrees, live in a knee-jerk, first impression, “ooohhhh-look-at-the-pretty-colors” world.  It’s the instinct thing.  Evolution (or de-evolution, depending on how you look at it) has a long way to go before it squeezes that out of our species.

So, the creativity and visual appeal of communication – from its tone to its type font – adds an element that does more than create brand loyalty, it reaches people at their most primal level. 

Now, doesn’t reading that excite you? (growl, snort, arrrgh!)