The simplest tool in the box, it tracks the journey our minds make in response to different communications along the rational to emotional spectrum.

Fact is, we buy most things emotionally but seek to justify our purchases rationally.

The key to successful communication is to emotionally engage consumers, after which they will often seek information and look for rational support, then you need to pull them back to an emotional place to complete the sale.

Put plainly, the more emotional a sell is, the easier it is to sell (and you can often get a higher price).

A good example of a brand that switched from rational selling to emotional selling is Compare the Market.com – their meerkat campaign has made them a market leader. Consumers like emotions; just look at the popularity of John Lewis’ Christmas ad.

The R&E Line made it possible for us to turn Total Greek Yoghurt’s fortunes around and double their sales. It allowed us to position WWF Wildlife Mobile in a way that differentiates it from others in the market. It helped Trinity Mirror target women when they launched their daily deals site Happli. Its applications are innumerable.