BDB3024 DIGITAL BUSINESS

Rational vs. Emotional Branding in the Digital Age.

1. Assume that a company has recruited you as a digital marketing strategist in preparation
for the introduction of a new range of health and wellness supplements. The company
wants to make a strong presence for itself in the highly competitive supplement industry.
You are task with heading the digital marketing team to create a marketing plan that
appeals to the health-conscious consumer who are concerned with nutrition, fitness, stress,
and their environment. You are debating on whether to focus on rational approach or
emotional approach in marketing. Select between rational versus emotional approach and
justify why it fits the company’s upcoming new set of health and wellness supplements.

2. Take a look at this Nike advert. What sort of emotions do you feel or lessons gained after
watching this advert?

https://www.youtube.com/watch?v=m8WAYF5_NEM