In the book ‘HEMP- The Highly Effective Marketing Plan’ the key point made is that if you want to change what someone does then you first need to change how they think and feel. Of course, to do that requires knowing what they currently think and feel, as well as what they currently do.
Most marketing communications are therefore first and foremost about causing a change in what people think and feel, in the hope that this will cause them to change what they do. And perhaps HEMP should be updated to emphasise that changing the feeling is not just equally important, but maybe more so in many cases than changing the thinking, and the most effective way to do that is through personality.
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