We measure clicks and impressions, but the metric that decides the sale is emotion.
We tend to believe that the only thing that matters is what's easy to measure. It's simpler to measure a click than the pride or the belonging someone feels using a brand. By optimising only what's easy to measure, the industry started producing campaigns that are efficient in the short term but irrelevant in the long one. And there's a clear symptom: if you switch off the media for a day and your sales drop to zero, you don't have a brand, you have a paid ventilator.
Emotion isn't poetry, it's business. Purchase decisions are mostly emotional, and a campaign that moves people reduces sales friction: people don't compare prices when there's a real connection. Binet and Field proved it years ago: emotionally driven campaigns build brand and profitability over the long term. The comments that say finally someone said it, or the content that gets shared in a WhatsApp group, are worth ten times an accidental click.