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Emoti-coms: A marketing guide to communicating through emotions by Charles Bal, Xavier Quattrocchi-Oubradous

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Chapter 5. Share of Heart, the New Paradigm of Communication

The heart has its reasons that reason does not know.

– Pascal

The more a brand is visible, the more it will be seen. Axiomatic, at the heart of all marketing, today more than ever, and utterly false.

Being visible is not being seen, no more than seeing is believing.

As demonstrated by Simons and Chabris’s (1999) ‘invisible gorilla’ experiment, being visible – even in the middle of a screen – never ensures anything will be seen. When instructed to count how many times a team of three moving players passed a basketball to each other, half of the subjects (Harvard University students) exposed to the experiment did not notice the gorilla who strolled into the middle of the action, ...

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