No one can doubt that marketing is indeed an art and science at once. It’s clearly visualized from video marketing.

Let’s see, there is no exact rule to determine the exact step or criteria to produce the best video marketing. It all depends on how creative or what way your company decides to produce it. And yes, the best video marketing mostly catch our emotional feeling that will drive our logic to decide what’s next.

The only important rule for the best video marketing is the marriage between logic and emotion. Science and art need to be combined together. Understanding in this core rule and make the approach of it for your video marketing, will be the first step to unlock the potential strategy of your video content.

LOGIC and EMOTION – video marketing strategy

Using Logic and Emotion as the approach for your strategy is quite important. In logical advertising, marketers need to deliver the details about their product and sales argument. Those will lead the customers to think practically about the reasons why they should buy the product and why they want it or need it. Let’s take a look at home shopping ads. They just show the demonstration of how to use a utensil – juicer as the example – and that would be enough to persuade their targets to do an action about the utensil.

When the customer starts to get connected with an ad on his or her emotion state, subconsciously they will associate their emotion with the brand. This might often take a while to stimulate the audiences. Once they got it, this can create brand recognition among the potential and existing customers even bigger than before.

LOGIC and EMOTION – a balance

Understanding of its own brand identity, its own field, and its own audiences – both targets and existing – is a crucial thing marketers should consider if they want to work on video marketing. Striking the balance between logic and emotion in the content is a quite strong decision to make. There’s this statement: video marketing will naturally attach to the audiences’ emotion when they show its ability to expose human emotions, visual humor, evocative imagery, and other provocative effects such a set of the fit soundtrack. Showing detail information using some unique techniques like 3Danimation, architectural things, or time-lapse photography could result in the fresh visual that will drive targets’ logical side.

It seems that video is increasingly crowding the web – since visual will speak louder – and it is the well-thought-out strategy for marketers, balancing between logic and emotion is quite crucial.


‘Logic sandwich’ is an analogy used by Bryony Thomas to illustrate the concept of using emotion and logic in marketing.

“Marketing messages that start with emotion, lead on to logic and then return to emotion to seal the deal”

This application starts with a presentation on a view to hook the viewer’s attention, and followed by a logical explanation on how the product can help them. There’s this statement: this is a powerful analogy to make marketers start thinking about widening the relationship between the emotional and logic elements of their video. The first challenge related logic and emotion is to devise visual or presentation that fit the brand’s identity and style used.

As cited below, here are some examples found about how logic and emotion are generally set out in three large industry sectors:


As we know, sportswear is a personal matter. It is highly dependent on emotional appeal. If it doesn’t suit to your taste, you could say bye. This sector of market is a vast market with millions ads and sponsorship deals in all over media.

A perfect example of a brand that captives customers as well as advertising and sponsorship’s attraction with its simple and highly effective emotional driver is Nike’s famous theme of ‘success in sport’. It’s just like that. But, what do you think?

Become more perfect, this Nike Company realizes that sports are undoubtedly connected with a role model like sports celebrity. This is one of the most powerful emotional drivers exist in a brand marketing. It is both fashionable and portrays an image that this product is useful.


Technological innovation today drives industry sector. Most part of the industry is loaded by the consumption of technological thing such smartphones ,tablets, games consoles, wireless music streaming hi-fi, and even vacuum cleaners, washing machines and dishwashers. This is a profitable sector. Common player like Google, Apple, and Amazon are already connected emotionally to their targets. However, the targeted advertising in this area is dominated by rational appeals.

This sector is in a blunt contrast to sportswear. The product is referred more to its utility rather than the sense of being fashionable.


Here is one of the most interesting sectors. The automotive sector is a quite interesting one since it is somehow highly connected to the logical and emotional approach.

Let’s see cars as the example. Its sales are dependent on the feeling of the customers. How could it not? The ownership of a car has a tendency on a status and aspiration. Its advertisement is traditionally striking to TV ads in a large scale and in billboard advertising. It has a high value of purchasing anyway. Indeed, the specification of each car plays the huge part in the decision of purchasing. But somehow, it can be dragged into emotional feelings.

The example that is undoubtedly evoking an emotional response is shown by the ads campaign from Honda. The campaign screamed over about the car safety – it is indeed. Although it’s highly evoking a response, it’s still associated with more details on logical approach.

Volvo also has shown a huge number of viewers for their Epic Split YouTube video with Jean-Claude Van Damme involved in it. The more you put concern on car safety, there is a deep comparison made with the consumer tech approach. Combining and showing off between car’s features and some new innovation will be a priority over the stylized and emotional appeals served by TV ads.