MVBMS: " Evian L'original"

Emotion vs Reason

"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions."
- Donald Calne

"Consumers who make decisions based purely on facts represent a very small minority of the world’s population (...) even
for these people, there is always some product or service they buy based on impulse or emotion."
–Maurice Levy, Chairman, Publicis Groupe, Paris

"Lovemarks: The Future Beyond Brands"
Kevin Roberts, CEO of Saatchi & Saatchi

Leo Burnett, S. Paulo: "Chill out. You didn't get a fine"