Humans are known to have higher cognitive abilities
- a mental process of knowledge acquisition based on awareness, reasoning,
judgment and perception. Rational is a bridge that helps us arrive at
the truth. It helps in cognitive
judgment and is a necessary part of every decision making process. When
communication is based on the rational, it appeals to the cognitive intellect
of the audiences, demonstrating infallibly, reason to believe.
Quad erat demonstrandum (latin for which was to be demonstrated) is a
statement made at the end of mathematical proofs or philosophical arguments.
This is the way one must approach rational communication as well - beginning
with an initial premise. The communication that a Brand makes must be logically
deduced, demonstrating the sought conclusion.
Logic appeals to intrinsic proofs of reasoning and extrinsic
proofs through demonstration (as in testimony, eye-witnesses) but it must
conclusively and unambiguously show the result as demonstrated. However, if Rational is
used too directly, it may alienate the audiences and despite it being an
extraordinary tool, it must be used in conjunction with other appeals to create the natural attractive forces of a brand.
(Extract from the chapter titled 'Attractive Forces of a Brand' from Decoding Communication)
