23 May 2024

Louis Eksteen

Blending logic and emotion for effective marketing

In the dynamic world of marketing, the art of persuasion stands as a cornerstone for creating compelling campaigns. At Twisted Toast Digital, we believe in the seamless integration of logic and emotion to craft messages that resonate deeply with our audience. This balanced approach not only captures attention but also drives action, ensuring our clients achieve their marketing goals effectively.

A unified approach to persuasion and argumentation

Traditional marketing often falls into the trap of treating logical argumentation and emotional persuasion as separate entities. However, real influence lies in their combination. Persuasion is most effective when it blends logical arguments with emotional appeal, recognising that human decisions are influenced by both rational and emotional factors.

Consider a campaign for an eco-friendly product. Highlighting the product’s technical benefits, such as reduced carbon footprint and cost savings (logic), alongside evocative imagery of pristine natural landscapes and testimonials from satisfied customers (emotion), creates a more compelling overall brand narrative.

Learning from the masters: Classical and renaissance thinking

The teachings of classical thinkers such as Aristotle, Cicero and Quintilian provide invaluable insights into effective communication. These masters emphasised the necessity of combining logical proofs (logos) with emotional appeals (pathos) and ethical considerations (ethos) to persuade audiences.

In a brand development project, we might employ data and statistics to demonstrate a brand’s market growth (logos), share stories of how the brand positively impacts its community (pathos), and underline the brand’s commitment to ethical practices (ethos).

The concept of “good reasons”

Arguments based on “good reasons” are those that resonate positively with an audience, enhancing the quality of life for individuals and communities. This concept shifts the focus from mere logical consistency to value-driven communication that speaks to the heart and mind.

For instance, when promoting a charitable initiative, we use “good reasons” by presenting facts about the charity’s impact (logic) while sharing touching stories of individuals who have benefited from the charity’s work (emotion). This approach fosters a deeper connection and encourages support.

We call this strategy “we care” campaigning, supported by actual facts that demonstrate and prove that “caring is a verb”. Collectively this results in logical agreement with the facts of caring and an emotional commitment from the audience to care too.

Practical application in campaign development

At Twisted Toast Digital, we apply these principles to ensure our marketing campaigns are both logically sound and emotionally engaging. Here’s how we do it:

1. Blending emotional and logical appeals Virtually every campaign we create integrates strong logical arguments with emotional storytelling. For instance, a campaign for a new composite decking product would highlight its composition and technical specifications such as durability (logic), while showcasing how it enhances users’ lives at a beautified and comfortable home, which brings joy to everyone there, most likely while they are relaxing around the pool (emotion).

2. Using “good reasons” We base our campaigns on values that are important to our target audience. If sustainability is a key concern, for instance, we emphasise how a new property development is eco-friendly and contributes to a healthier planet (good reasons). This value-driven approach makes brand messages more compelling and relevant.

Content creation with integrated messaging

Our content creation strategy ensures that all materials, from website articles to social media content publishing, seamlessly integrate facts and emotional narratives. This holistic approach enhances engagement and drives action.

In a social content post about a new health and wellness app, we would combine user testimonials that highlight personal transformations (emotion) with scientific data proving the app’s effectiveness in improving health outcomes (logic), perhaps in the case of the app’s capability to provide instant pathology test results.

Ethical communication in client presentations

When pitching to clients, we use a combination of data-driven insights and emotionally resonant stories. This method not only showcases our strategic capabilities but also builds trust by aligning with the client’s values and goals.

In a presentation for a potential client in the education sector, we might present data on improved student performance using digital tools (logic) alongside heartwarming stories from educators and students who have benefited (emotion).

Understanding and engaging our audience

Thorough research into our audience’s values and emotions allows us to craft messages that resonate deeply. Feedback loops further help us refine our strategies to meet audience expectations and enhance engagement.

For a campaign targeting millennials, we may use the results of existing research surveys to understand their values, such as a preference for brands that support social causes. We then craft messages that highlight the brand’s commitment to these causes, supported by authentic stories and factual data.


At Twisted Toast Digital, we believe the key to effective brand marketing lies in the harmonious blend of logic and emotion. By integrating these elements, we create campaigns that not only capture attention but also inspire action and foster loyalty. This balanced approach, rooted in classical thinking and modern marketing principles, ensures that our clients’ brands stand out in a crowded marketplace.

Partner with us to experience the power of persuasive, value-driven communication. Let’s create something extraordinary together.


Source information was gleaned from: Logic and Emotion, Persuasion and Argumentation: ‘Good Reasons’ as an Educational Synthesis, Warren Sandmann, University of Iowa, 1991, https://ecommons.udayton.edu/cgi/viewcontent.cgi?article=1262&context=bcca