Arousal vs. Brainwashing

“Loyalty beyond reason” is a phrase that Kevin Roberts used to describe his goal of winning and keeping consumers. While ‘loyalty’ to a brand is important, it is the phrase, “beyond reason” that infers a strong emotional or spiritual attachment, similar to the attachments cults hope to create in their new recruits. Therefore Dale Carnegie’s advice, “get the other person to do what you want them to do by arousing their desires,” is similar to Roberts’ own strategy. (“Desire” is a word that stems from emotion, and any “loyalty beyond reason” could only come from an emotion-based thought.)

However, one difference exists between the two strategies. Carnegie acknowledges the need to “get the other person to do what you want by arousing their desires. Thus, he recognizes the persuader, the person being persuaded, and the necessity of constantly arousing the persuaded in order to get them to do what he wants. Roberts’ strategy, specifically his use of the words “beyond reasoning,” brings to mind brainwashing—perhaps a left-over from his cult research—which would negate the need to constantly arouse the persuaded. Instead, the person would believe he or she knew, “beyond reason,” some action or belief was correct; in turn, this belief would be considered loyalty.

So the difference between these two strategies, I believe, is how they are carried out; Roberts would expect brand loyalty be practically brainwashed into the consumer whereas Carnegie is more subte and would constantly arouse a person's desirse so that he or she would feel as if they need a product.