Videos uploaded by user “Graeme Newell”
Nike Marketing Strategy: How Nike Branding Flatters Athlete Egos
http://602communications.com/ Dig deep inside Nike branding campaigns and you'll discover a very simple archetype story. By repeating this one story over and over, Nike marketing strategy delivers a powerful shot of customer self-esteem. In this speech from the IMark marketing conference in Iceland, emotional marketing speaker Graeme Newell reveals the five-step formula that keeps Nike branding at the top of the list of the world's most powerful marketers. I love Nike. I love Nike advertising, Nike ads, Nike commercials, Nike marketing strategy, Nike branding, and Nike brand strategy. I love all of it, and I love it a lot. What's more, I'm not alone. Nike ads have built the Nike brand into a juggernaut that appeals to almost every single man, woman, and child on this planet. Nike Advertising Power Why does Nike branding work so well? Nike advertising is full of excitement and everything that makes a good sporting-goods ad, but Nike ads are nearly unique in how good they are. So what is the deal with Nike marketing strategy that makes them so great? It's the message that is contained in Nike commercials and every piece of Nike branding that goes out. Nike advertising revolves around a single, universal emotion that is felt the same by nearly everyone on the planet. The idea of struggle and determination is what gives Nike commercials their fire. And every piece of Nike branding revolves around this thing How Nike Ads Capitalize on Archetypes If it told you that Nike marketing strategy is thousands of years old, you probably wouldn't believe me. However, Nike branding, like their name (originating from the Greek Goddess of Victory Nike) is as old as the Greek Civilization. Great works like the Iliad and the Odyssey revolve around the archetype of the hero. The hero is someone who faces a great foe, one who is seemingly insurmountable, and through dedication and perseverance, prevails. Nike brand strategy truly does hail from the time of the ancient Greeks, and there's a reason it still works. This is because the feelings that Nike commercials evoke are feelings that all humans have. The heroes in Nike advertising are universal heroes, regardless of age, race, gender, or anything else. The Real Message of Nike Commercials Nike commercials show all sorts of ripped, young men and women pushing themselves to the limits against a foe, but what are Nike ads really portraying? They're portraying you and me. Nike brand strategy knows that everyone sees the hero in themselves. Nike branding understands that even though we aren't slaying dragons or rescuing princesses, just getting out of bed in the morning to go to the gym, to work, to school, or anything else, is as trial in and of itself, and Nike commercials are all over that. How Nike Brand Strategy Comes Out in Nike Commercials Nike branding relies on a five-step formula to really drive the Nike marketing strategy home in Nike commercials. Nike ads, with very few exceptions, follow this five step formula in one way or another. The five step formula in Nike advertising is how they show the various stages that the hero must go through in order to fulfil his quest. Nike branding simply channels the story of the hero, one that has been told for millennia, into Nike ads and watches the brand explode. The 5-Steps Nike Branding Uses in Nike Ads Nearly every piece of Nike advertising follows the 5-step formula of Nike branding. First, Nike ads show first to the challenge, in the zone, doubt and suffering, rededication, and finally, victory. Nike branding uses these five steps to universally appeal to men, women, and children all over the world, and to great effect. What Each Step in Nike Marketing Strategy Means Key to Nike ads are the five steps. Nike commercials tend to begin with someone being the first to the challenge, first to the plate, the first up. This is how Nike brand strategy demonstrates first to the challenge. Nike branding then shows the person in the zone, working hard at whatever it is they're doing, and then comes the doubt and suffering. It's at this point in Nike ads that we are unsure if the main character is going to make it through, but then Nike marketing strategy kicks back in with rededication. The character rededicates herself to the goal, and attains victory. So to recap: -Nike advertising is a powerhouse because it taps the deepest emotions we feel as a species -One of these emotions is that of the hero, an archetype that human beings all over the world can all feel -Nike commercials do this by using a 5-step formula that shows the hero overcoming great struggles. http://602communications.com/
Views: 126110 Graeme Newell
Best Emotional Branding in Beer Commercials & Alcohol Advertising
Beer commercials can sometimes seem like a random collection of bad-boy behavior, but look deeper and you'll find very sophisticated emotional branding going on. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how great beer commercials build confidence using both positive branding and negative branding. See how the best brands covertly stroke male egos and build lifelong customer loyalty. How do the best brands do it? They use emotional branding masterfully to make us fall in love with their brand. When it comes to positioning a brand, beer commercials, alcohol advertising, and alcohol advertisements are the best around. Alcohol Advertising Done Right Have you ever noticed how alcohol advertising makes you feel? When it comes to positioning a brand, alcohol advertisements are second to none. A creative copy writer can use emotional branding in alcohol advertising and make us feel things that normally totally wouldn't be associated with beer and alcohol brands. We have poured over sales copy writing for alcohol advertising and found that emotional branding is always at the core of what they're doing when they are using alcohol advertisements and beer commercials in positioning a brand. The best alcohol advertising gets behind the customer and says "I'm like you, we share the same values." This emotional branding approach is what makes beer commercials so great. Beer Commercials and Men It's no secret that most beer commercials rely on positioning a brand to sell to men. The best beer commercials and alcohol advertisements tend to lean heavily on the testosterone meter. This is because the beer commercials are using emotional branding when positioning a brand to align with what men already feel, or want to feel, about themselves. They find out exactly what men are feeling, and they use sales copy writing when positioning a brand using emotional branding to make great, compelling beer commercials that really sell product. The Best Alcohol Advertisements If you look at the best alcohol advertisements, you may notice that a lot of the promo writing revolves around marriages and relationships. There is a reason for this. Alcohol advertisements are largely positioning a brand using emotional branding to appeal to men, and they have figured out how to write advertising copy that appeals to men. Men don't want to be controlled, so the best alcohol advertisements fulfil that desire for them in their promo video. Alcohol advertisements don't put the carriage before the horse, they know that their product isn't important. It's the customer and his feelings and emotions that are vital for positioning a brand for success using emotional branding. Positioning a Brand for Men Beer commercials are mostly targeted for male audiences, and they are constantly positioning a brand to succeed with that demographic. Notice that when I'm talking about positioning a brand, I don't care about what the product is, but rather who the customer is. The best alcohol advertisements and beer commercials get this. Beer and alcohol is just a thing, what is really important in positioning a brand with emotional marketing is to hone in on the feelings and emotions of the customer. This is the best way to truly make great alcohol advertisements and beer commercials using emotional marketing. How Emotional Branding Fits In Emotional branding is a vital part of positioning a brand in any case. Alcohol advertising is so good because it realizes that the product isn't important; the customer is what is important. The best emotional branding happens when the product is in a very saturated market, like beer commercials and alcohol advertisements. There is really very little difference between all the various brands of beer and alcohol, so when positioning a brand in alcohol advertising, they really dig deep and find out what it is that the customer wants to feel about himself. So to recap: Alcohol advertising is great at tapping into the feelings and emotions that its customers feel. Great sales copy writers use emotional branding in positioning a brand to truly align with what their customers want, not what their product offers. Beer commercials are primarily targeted towards men, and alcohol advertising knows this fact very well. They target their beer commercials and alcohol advertisements with this in mind to make great emotional branding advertisements. Positioning a brand using emotional branding is a fantastic way to go about beer commercials and alcohol advertising because of how heavy competition is in the alcohol sector.
Views: 26347 Graeme Newell
How Emotional Marketing Turns Customers into Passionate Brand Advocates
See more Emotional Marketing videos at http://602communications.com. Emotional Marketing expert Graeme Newell shows you how for some of the world's most powerful brands create a strong emotional attachment for their product by appealing to the values and passions of the customer and not the the features of the product.
Views: 22934 Graeme Newell
Positioning a Brand: Selling a Lifestyle, Not Just a Product
http://602communications.com Justin Boots is a brand that inspires feverish devotion from it's fans. In this presentation, emotional marketing guru Graeme Newell examines just how they do it, and what other brands can learn from it.
Views: 8073 Graeme Newell
Best Marketing Strategies for Beating Tough Competitors
http://602communications.com. If my competitors lose, I win. Too many companies let their competition define their marketing game, and the customer is simply overlooked. This has led to a flood of feature-comparison ads that overwhelm the customer. Emotional marketing expert Graeme Newell shows how the best marketers beat strong competitors by staying firmly focused on the customer experience. See more Emotional Marketing videos at http://602communications.com.
Views: 12506 Graeme Newell
The Power of Emasculation Marketing
http://602communications.com Want your brand to empower female customers? Then show powerful women demeaning their husbands. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how both sexes use belittlement and scorn to win power and control over the opposite sex. See more Emotional Marketing videos at http://602communications.com.
Views: 15205 Graeme Newell
Marketing to Men: Best Emotional Branding Tactics For Advertising to Men
http://602communications.com Want to win the hearts of your male customers? Great brands do their homework to find the deep emotional triggers that make a marketing message irresistible. In this speech from the iMark marketing conference in Iceland, emotional marketing speaker Graeme Newell shows how the world's most powerful brands make strong connections when marketing to men. Learn how to use emotional branding to tap their most powerful beliefs. Marketing to men is the advertising industry's forte -- or so we think. Marketing has long been about advertising to men, but long-gone are the days when marketing to men was as easy as showing a hot chick using the product. Since then, emotional marketing and emotional branding have taught us many things about advertising to men and marketing to men, and here's some tips for making your advertising to men more effective using emotional marketing. Old-School Advertising to Men When it comes to advertising to men, the ad industry thinks it has it all figured out. Marketing to men is as simple as appealing to their macho side, right? Wrong. Emotional branding has taught us that marketing to men may very well be that simple sometimes, but often times when advertising to men one has to use more advanced emotional marketing tactics to endear their product to men. There are many advertising copywriters who wish they could go back to an era before we knew about emotional branding and marketing to men was a simple process. The thing is, that sort of elementary thinking just won't work when advertising to men anymore. We now need to really figure out what emotional marketing approaches work for every individual market to really make great marketing to men. How Marketing to Men Has Changed As I said before, marketing to men has changed immensely over the years. Just putting a hot chick up on a motorcycle using your product doesn't cut it anymore when advertising to men. The key here is to really dig deep down and figure out what men really want to feel about themselves. This is where emotional marketing and emotional branding really come in. Marketing to men should be approached just like any other emotional branding problem -- forget about your own desires and agenda and figure out what the customer really wants and desires. Emotional Branding to Men When building a brand that targets men, the first thing you must do is figure out how you are going to do your advertising to men. This involves figuring out what they want, what they love, and what they hate. These emotions are what make them individuals, and they're how emotional marketing can build fanatical bonds with customers when advertising to men. Most companies don't understand this and end up making subpar marketing to men. By using the emotional branding approach to your marketing to men, you have the potential to make truly ascendant marketing. Emotional Marketing to Specific Men Over the years we have been researching marketing to men and advertising to men, we have found some very interesting things about these demographics. For example, if you want to make advertising to men in their 50's, what emotional marketing tricks would you use? If you said "scare them senseless," you would be right. Marketing to men in their 50's is best done by frightening them, because they feel so responsible for their families. How about marketing to African-American men in their 20/30's? You would use the emotional branding trick of shaming them into buying your product. Peer-pressure is very strong with this group, and that can be used to really make your brand more than just a product when marketing to men in this category. As you can see, emotional branding can be used in just about every situation where you are marketing to men, so get out there and figure out what makes your customers tick! So let's recap the emotional marketing tricks we went over today • Advertising to men used to be easy -- you just had to put a hot chick on a Harley and have her use the product and your marketing to men was done. Unfortunately, advertising has come a long way since then and emotional marketing is the new norm. • Marketing to men can be accomplished by using emotional branding tricks learned by listening to your customers, not your company agenda. Learn to discard your agenda and listen to what makes your customers tick when making your marketing to men. • Emotional branding can be used to hone in on the exact feelings and desires of any group of people, you just have to listen and really throw your weight behind the emotional marketing.
Views: 5931 Graeme Newell
Positioning a Brand: Best Practices for Marketing Product Features With Humor
http://602communications.com How can you get customers interested in your best product features without boring them to tears? The secret is slipping in a laugh at just the right place so customers don't notice the hard sell. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shares best practices for positioning a brand. See how some of the best television ads turn a long list of boring product features into a skit that entertains while it informs. See more Emotional Marketing videos at http://602communications.com.
Views: 43357 Graeme Newell
Why the Dove Campaign for Real Beauty Is So Hard To Sustain
http://602communications.com. The Dove's "Campaign for Real Beauty" isn't just an ad campaign. Dove taps into an avalanche of self-criticism and heartache that every woman experiences when she looks in the mirror. The campaign is raw girl power. Get your pitchforks and torches and let's reek vengeance on the beauty industry sadists corrupting our daughters. The campaign got press and lots of it, but there are some rather disturbing inconsistencies in the company's message. Dove celebrates the beauty of wonderfully imperfect bodies, yet continues to use skinny models in much of their other advertising. Is Dove a hypocrite? In this 3-minute video, emotional marketing expert Graeme Newell explains the strategy behind Dove's contradictory messaging. See more Emotional Marketing videos at http://602communications.com.
Views: 7926 Graeme Newell
Coke's Branding Strategy: The Essence of Companionship.
http://602communications.com. To its fans, Coke is like an old friend who has been there for the best and worst moments of their lives. Emotional marketing master Graeme Newell reveals how Coke has built such a powerful brand. See more Emotional Marketing videos at http://602communications.com.
Views: 7540 Graeme Newell
The Best Advertising Campaigns: Angering Customers to Win Their Love
http://602communications.com. Sometimes the best way to win the admiration of a customer is to show them that you hate what they hate. The old saying goes that "my enemy's enemy is my friend." It doesn't just work in war, it works in marketing as well. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how smart marketers are positioning a brand to built a foundation of anger and injustice. Graeme Newell showcases some of the best television ads and tells the unlikely branding success story of the Romanian Candy Bar, ROM. See how they infuriated their audience and incited a national backlash that awakened a patriotic revival. See more Emotional Marketing videos at http://602communications.com.
Views: 11395 Graeme Newell
Positioning a Brand: How Nike Built a Brand with Universal Appeal
http://602communications.com Nike branding has managed to build a brand that appeals to essentially every demographic the world over. How positioning a brand can do the same for you.
Views: 16506 Graeme Newell
Positioning a Brand: Seven Brand Stories that Changed the World
http://602communications.com Need some branding inspiration? Then head to the movies. The best brands in the world aren't built on great products, they're built on great stories. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell reveals the seven story plots that can change a brand from an impersonal pitch to a transcendent human drama. What would you say if I told you that you've seen every single movie ever made? It's true -- in a way. Experts say that there are only seven basic movie plots, so you probably polished off all seven before you could even spell your own name. Incidentally, the seven archetypes are: rags to riches, rebirth, quest, voyage & return, comedy, tragedy, and overcoming the monster. So what does this mean for positioning a brand? Every great marketer uses one of these stories when making a customer focused brand. So what is customer focus anyway? Customer focus is how the best advertising campaigns keep their message relevant to the only people that matter -- the customers. In this case, we're focusing on how to connect with and entertain the customers by utilizing one of the seven storytelling archetypes used by movies. The thing is: customers really don't care all that much about your product. They care about things like feeling smart, or confident, or feminine. When you start to really hone in on these feelings, you are really getting into the realm of customer relationship marketing. So what is customer relationship marketing? It's taking normal marketing and stepping it up to the next level. In an economy where every sale counts, it is essential that all companies are looking beyond a single sale. Instead, look to building a relationship with your customers to nurture a lifetime commitment. So let's take a look at some of the seven story archetypes and how to position a brand around them. The rags to riches story is one where a nobody manages to attain greatness though sheer perseverance and hard work. This can be seen in movies like Cinderella, Harry Potter, and Pretty Woman -- but also in Gatorade's brand. When positioning a brand around this archetype, you can connect with the universal idea that anyone can rise up and become legendary if they work hard enough, and some of the best television ads ever made utilize this technique. How about positioning a brand around "overcoming a monster?" In movies, it's one of the most popular, appearing in movies like Men In Black. In advertising, this archetype is all about appealing to the control-freak living inside all of us and showing how your product can overcome anything life throws at your customers. One of the best advertising campaigns around today is Allstate's "Mayhem" campaign, and it uses this technique. The quest motif is shared between classic movies such as Raiders of the Lost Ark and Timberland's advertising. A single man against nature is the name of the game for this archetype, and Timberland thrives on it. What do the popular woman's health club and Rocky Balboa have in common? They both thrive on the rebirth archetype. Nobody is perfect, and positioning a brand around rebirth charges your brand with this idea that if you have fallen down, dammit you can pick yourself back up again and be great. So to recap: what is customer focus? It's positioning a brand around the customer. The best advertising campaigns are the ones that are built from the customer up, not the product down. What is customer relationship marketing? It's making the best television ads, and whatever else you can bring to the table, all revolve around building a rapport between your brand and the deepest emotions your customers feel. So take a tip from the movies and start compelling your customers in new ways, they'll thank you by becoming a fan for life. http://602communications.com
Views: 9936 Graeme Newell
Best Television Ads that turn Dull Products into Attention Grabbers
http://602communications.com Some ad masters can create advertising that turns the dullest products into a transfixing thrill ride. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows the strategy for turning dull product commercials into the best television ads in the business. You'll learn the simple creative formula for keeping customers spellbound. See more Emotional Marketing videos at http://602communications.com
Views: 26756 Graeme Newell
The New Marketing Trend Driving P&G Marketing and Unilever Marketing
http://602communications.com/ A test: who manufactures Axe Body Spray, Ben & Jerry's and Dove Soap? Bet you don't know the answer. It's Unilever. For decades consumer products giants like P&G and Unilever have shunned the spotlight, letting individual brand names be the face of their marketing. But now they're changing that branding strategy. In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell reveals a new marketing trend. Learn why big corporate brands are suddenly re-emerging from the shadows. Nearly every day you see P&G advertising at work in the form of P&G commercials. That being said, it's not always P&G itself that you are seeing, but often times one of the multitude of brands. P&G marketing strategy has always kept the brand in the shadows, but due to new marketing trends, P&G commercials have come from out of the shadows and into the spotlight. P&G Marketing Strategy Until Now P&G marketing strategy until now has always been to stay in the shadows, as per the marketing trends of the time. P&G advertising is almost everywhere, representing brands such as Gillette, Crest, Duracell, and Charmin. These brands all follow current marketing trends in their presentation and content, but while they are technically P&G commercials, the relationship isn't actually shown prominently -- or it wasn't until now. Unilever Marketing Unilever marketing is similar to P&G marketing strategy in that it has, up until now, not really featured itself in ads for its myriad of brands to its name. This marketing trend is a throwback to a time where groups like Unilever marketing and P&G advertising could get away with not bringing their brand to the forefront for their customers to see and identify with. While Unilever marketing is a mammoth that follows all the newest marketing trends, it does it all through its satellite brands. Marketing Trends that are Redefining Brands P&G marketing strategy has evolved recently from hiding in the shadow of its various brands to coming out and making P&G commercials that actually focus on the P&G brand itself, not the brands that fall under its control. P&G advertising has done a great job of following recent marketing trends by defining itself as a company of morals and values, something that customers can get behind. How P&G Advertising is Redefining Itself Groups like P&G advertising and Unilever marketing are following marketing trends and creating a brand that customers can relate to. In the past, Unilever marketing strategy and P&G marketing strategy would have been fine if they just kept to the shadows, and they did just that. The new marketing trend, however, is driven by the customer and revolves around, you guessed it, the customer. P&G commercials are focused around an emotion that customers want to feel about themselves, and that feeling is goodness. P&G advertising shows mothers, heroes, and the like. These commercials fall right into line with what P&G marketing strategy has become -- making P&G advertising that actually speaks to the customer. P&G Commercials P&G commercials have been received well, especially the ones that aired during the Olympics. This was right in the P&G marketing strategy of revealing the brand to be one of good feelings and uplift. Unilever marketing did similar things with its marketing in revealing a feel-good brand all around.
Views: 22301 Graeme Newell
Marketing Research Case Study - Key Tactics When Advertising to Mothers
http://602communications.com Want to win mom's affections? There are three best branding strategies that every marketer should know. In this three-minute emotional marketing lesson video, emotional marketing researcher Graeme Newell shows the images and messages that work best when advertising to mothers. Watch this marketing research case study and learn how to align your branding with mom's fondest hopes and dreams. Best Branding Strategies for Marketing to Mothers When doing the research for this marketing research case study, we discovered that the best branding strategies for advertising to mothers can be split up into three different categories: nirvana mom, sacrifice mom, and commiseration mom. A lot of marketing to mothers we found fit into one of these three categories, making them hands-down the best branding strategies when advertising to mothers. Best Brand Strategies for Marketing to Mothers: Nirvana Mom In searching for the best branding strategies for advertising to mothers for this marketing research cast study we came across lots of examples of mom existing in a perfect, nirvana-like existence. The children aren't screaming or causing any trouble. Everything is in the right spot, and mom is in full control of the situation. When using this technique for marketing to mothers, the best branding strategy is to keep the pace slow and soothing, and everything quiet and wonderful. Best Brand Strategies for Marketing to Mothers: Sacrifice At its core, advertising to mothers is an exercise in making moms feel good about themselves. One of the best branding strategies for this is to show just how selfless moms are. One of the most prevalent emotions we found when doing research for this marketing research case study on advertising to mothers was the feeling of self-sacrifice for family -- specifically children. Mom sees herself as a silently suffering martyr that quietly shoulders the suffering for the good of all. Best Brand Strategies for Marketing to Mothers: Commiseration The best branding strategies for advertising to mothers usually revolve around lifting mom up, but this particular one is just meant to put her at ease. Moms have to put up with a lot of nasty stuff, and sometimes they just want someone to let them know that they understand. They want others to recognize the great struggles and suffering they endure. When advertising to mothers, the feeling of "we get you, we understand how hard this is" is one of the most powerful. In fact, our marketing research case study found that the most powerful ad for mothers used this exact branding strategy.
Views: 12261 Graeme Newell
Customer Loyalty Research: How Cult Brands Build Brand Passion
http://602communications.com/ Great brands are usually great customer cult builders. These savvy companies create a tribe of brand evangelists who adopt the company brand as a badge of personal identity. In this three-minute emotional marketing lesson video, customer loyalty researcher Graeme Newell shows how some of the most powerful brands dominate their category by tapping the passion of the tribe. See how these big brands achieved dominance by handing their brand over to their fans.
Views: 1644 Graeme Newell
Gillette Advertising Case Study: Best Tactics to Brand a Product Line
http://602communications.com. Companies with large and varied product lines face a particularly tough marketing focus challenge. With so many different products, how can they unify their brand message and convey a single clear point? In this three-minute emotional marketing lesson video, Graeme Newell tells the marketing case study of Gillette, and shows how they used emotional marketing to unify their entire advertising message. See how a great product brands use marketing focus to get rid of the advertising chatter and create a transcendent brand identity. Transcription text of the 3-Minute Emotional Marketing Lesson Video "Gillette Advertising Case Study: Best Tactics to Brand a Product Line" by Graeme Newell, emotional marketing researcher, emotional marketing speaker, customer loyalty researcher, and consultant at 602 Communications. Companies with large and varied product lines face a particularly tough marketing focus challenge. With so many different products, how can they unify their brand message and convey a single clear point? In this three-minute emotional marketing lesson video, Graeme Newell tells the marketing case study of Gillette, and shows how they used emotional marketing to unify their entire advertising message. See how a great product brands use marketing focus to get rid of the advertising chatter and create a transcendent brand identity. The Gillette advertising machine is a complex and multi-headed beast. The offer product brands ranging from razors to body wash, and everything in between. With that many different product brands, one might think it would be near impossible to keep marketing focus on how to brand a product properly -- but Gillette has done it, and done it very well. Today, a marketing case study on the Gillette advertising strategy, and how they manage to keep marketing focus steady with a wide range of product brands. Gillette Advertising There's no doubt about Gillette's advertising credentials, they brand a product very well, and have been doing so for a long time. At this current phase of their product brands, Gillette's best bet is not to recruit new buyers for their razors, but rather to set their marketing focus on getting current users to buy more blades. They brand a product by actually informing their users about why it's a better idea to throw out their old blades faster and buy new ones, not throwing some fancy advertising pitch at them. Another way to expand usage of their product brands is to get men to shave other parts of their bodies. This requires a marketing focus on teaching men how to do it. So in the end, with all of this teaching, how does Gillette advertising brand a product effectively? They do it by setting their marketing focus on the emotion that drives their customers, not the product itself. Brand a Product with a Passion Gillette advertising stays focused by not bothering with the actual physical properties of their product brands, but rather what they stand for. Gillette stands for confidence. When men shave in the morning with a Gillette razor, they're not just grooming -- they're preparing for success. If you're looking to brand a product across different groups, this is the best marketing focus to take. How Gillette Advertising can Brand a Product for All Men For this marketing case study we watched hours upon hours of how Gillette advertising brands a product, and we've come upon the secret. When they go about branding a product, they do so by showing sexy and powerful men engaging in the ritual of shaving. This invokes a powerful response -- it builds an association between the power and sex-appeal of the men in the ad with the ritual of shaving. To brand a product this way is to create ascendant product brands -- product brands that rise above their base function and fulfil something deeper. The greatest conclusion we reached in this marketing case study was that to brand a product upon a transcendent feeling or emotion was to create a truly powerful product brand. So to recap, in this marketing case study we found that: • Gillette advertising is a massive undertaking. They have varied product brands throughout their central function of grooming that includes razors, shaving cream, deodorant, body wash, and more. • To brand a product in such a varied product grouping, Gillette advertising sets its marketing focus not on the product features, but the driving emotions that power its product brands. • Gillette advertising takes the ritual of grooming and turns it into unbridled success' opening act.
Views: 21386 Graeme Newell
Skittles: Pluck the Rainbow
Words fail to describe this ad.
Views: 2196 Graeme Newell
Emotional Branding Tactics: Positioning a Brand Using Heroism
It's time to get epic! See how great brands magnify the power of their brand story by marketing with heroism. In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell shows how everyday products can be magically transformed into a valiant quest for glory. Ever seen an ad and just feel epic? Well, that's motional branding in motion to make you feel like the hero that you want to be. Today, how Nike advertising has mastered the art of positioning a brand to make you feel like a superhuman. Positioning a Brand for Heroism When we buy a product, it's usually to solve a problem that we have. We buy drinks to quench thirst, food to slake hunger, etc. But the best emotional branding brands supercharge this process and make it so much more. These are the masters of positioning a brand to be something significantly more than what the actual product is. This exercise in emotional branding takes our mundane lives to the next level, and endears brands to customers in a profound way. Emotional Branding to Turn Bland into Beautiful When looking at a brand, it's important to look at it from the perspective of positioning a brand for success. While many brands successfully solve the problem they claim to, only the exceptional ones do more than just that. If you are looking to quench a thirst, water that comes from your faucet will work just fine, but Gatorade will make you feel like a superhero. This is the power of emotional branding when positioning a brand for success. Nike Advertising and the Struggle of Heroes Nike advertising has nearly mastered the art of positioning a brand with emotional branding techniques to make their customers feel like heroes. The epic feeling that comes from Nike advertising is a result of Nike brand strategy at work. This emotional branding strategy revolves around making Nike advertising all about customers' struggle against whatever it is that is challenging them in life. The truth of the matter is Nike advertising has realized that we all struggle against some sort of challenge in life, and Nike brand strategy has turned the struggle into an epic battle for glory. Nike Brand Strategy for Epic Marketing Nike brand strategy follows a 5-step formula to make its customers feel like they are superheroes fighting great foes. In so doing they are using emotional branding for positioning a brand to really effectively make their customers feel special. In the end, Nike advertising is selling shoes, because that's what they produce. But Nike advertising isn't about shoes at all. Nike advertising and Nike brand strategy are about being epic. All too often companies forget that they should be positioning a brand with their advertising and not focusing on their product. Remember that all of your competitors do essentially the same thing that you do. Slogging into the details of how great your company is will not win you any fans.
Views: 5151 Graeme Newell
Emotional Branding Tactics of the Funniest Commercials: Absurd Ads
http://602communications.com/ Creating funny ads is simpler than you might think. The secret is understanding the ten humor archetypes that are the foundation of humor ads. In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell shows how to create laughs using the absurd solution technique. Learn how to use this simple formula to entertain and move your customers to a deeper connection with your brand. We have all seen the funniest commercials and wondered how we can use that same advertising humor in our humorous advertisements to make great humor commercials. Today, I'm going to tell you how you can use emotional branding and advertising humor to make the funniest commercials you can. Emotional Branding and Humor To a lot of advertising copy writers, humor in advertising is a far-off fantasy that is for "funny people," and not them. Emotional branding is a way of looking at the funniest commercials around and discovering what the key, underlying concepts are of the humor commercials. In truth, the funniest commercials aren't just born out of a flash of advertising humor inspiration -- they are carefully crafted with key concepts of emotional branding in mind. How the Funniest Commercials do it The funniest commercials around follow set rules that govern humor. Humor commercials use these 'creative vehicles' to deliver a strong message while still giving the audience the humor in advertising they desire. In this particular video, I'm going to tell you about one of the most powerful emotional branding tools humorous advertisements use -- the absurd next step. Humor in Advertising Using Absurd Next Step The absurd next step is an emotional branding tool used in the funniest commercials to create great advertising humor. It depicts a relatively normal situation, and then absolute insanity is introduced into the humor commercials, and pure chaos ensues. This formula has been followed by humorous advertisements all over the world to great effect. All you have to do is to follow the emotional branding steps of humor in advertising and you too can create great humor commercials. Humorous Advertisements Using Positive and Negative Absurd Next Step Within the emotional branding humor archetype of absurd next step are two advertising humor variations. You can go either positive with your humor commercials, or you can go negative with your humorous advertisements. While the archetype stays the same -- it's the same general concept -- the method of delivering the concept differs between various humor commercials. With this an advertising copy writer has more tools at her disposal when writing humor commercials. Positive Absurd Next Step in Advertising Humor When using absurd next step in a positive manner in humorous advertisements, you have a set of steps you must follow. The emotional branding humor archetype here is to establish a normal situation at the beginning of the humor commercials, introduce the product, and then show the situation spiraling totally out of control. This would be like the funniest commercials that show a man using the product and then deciding that he can suddenly perform brain surgery, or a humorous advertisement showing a deal so good that a woman needs a 16-wheeler to haul out everything she bought. Negative Absurd Next Step in Humor Commercials The other way to use the emotional branding comedy archetype of absurd next step is to flip it on its head and deny a need. This type of advertising humor shows the horrible consequences of what happens when the product causes things to spiral out of control. The humor in advertising used here is to deny a need and appeal to the dark side of the audience. We all like laughing at the misfortune of others in advertising humor, and your customers are no different. Show a man getting pummeled by a giant rat when he tries to catch one using cheesy snacks, or how eating beef jerky will make you so bold that you mess with Sasquatch (it doesn't end well).
Views: 36395 Graeme Newell
Positioning a Brand: Best Ways to Market Uninteresting Products
http://602communications.com Standout marketing is tough to pull off with any product, but commodity goods like soap, toothpaste and electric power have the hardest job of all. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how the best marketers in the world make the dullest products sound dazzling. See more Emotional Marketing videos at http://602communications.com. Graeme Newell from 602 Communications digs into some of the best advertising campaigns from that most generic of sectors - the bottled water industry. Despite the fact that water is the ultimate commodity product, these Madison Avenue masters have taken positioning a brand to a whole new level. Gone are worries about tying the brand back into priority features. This is an advertising task that begins with the ultimate blank slate: a pure, featureless, and ultimately uninteresting product. Marketing generic products like bottled water forces marketers to firmly ground their advertising in the place where all marketing should begin - the customer's experience of herself. When clients are ready to advertise, they will come to an agency typically having fallen in love with their own product. They don't typically ask themselves, "what is customer focus?" They believe that their product's feature set is divinely inspired to move customers and that their product is the obvious choice. The best television ads will take that dazzling product and temporarily set it aside. When positioning a brand, they will bring the customer's own sense of identity to the top marketing chain, then decide how that product furthers her own personal goals. Many marketers asked themselves, "what job is the customer hiring this product to do?" This clearly puts the marketing on a solid base of customer experience and forces both the agency and the client to put aside their own love of the product they worked so hard to create. The truth is that most customers treat the products they use as everyday commodities. From soap, to detergent, to beer, to coffee, we just don't think that much about purchases that we make. Most of our product preferences are grounded in gut instinct, not an objective comparison of features. We just like the product, and we don't think that much about why. The best advertising campaigns never forget this and always market from a customer-centric vantage point. This is the transcendent mindset that great marketers of generic products understand. Because their wares are the quintessential definition of an uninteresting product, the pretense of an exemplary feature set is gone. In this presentation, "Positioning a Brand: Best Ways to Market Uninteresting Products," keynote speaker and emotional marketing expert Graeme Newell shows you how the best marketers plain and simply get over themselves and embed a dazzling persona on to a product that should have no differentiating factors at all. Check out some of the best television ads around in this presentation that answers the question "what is customer relationship marketing?" Transcription of Text From The Video: "Positioning a Brand: Best Ways to Market Uninteresting Products." One of the biggest problems with advertising? Everyone thinks they're one-of-a-kind, even though most products really aren't that much different. Now a few products really ARE revolution, like Dyson vacuums. That roller ball proves it's different! Or the greatest couch potato invention in history! Now there are some industries where new features are rolled out constantly, like the mobile phone business. The advertising must continually explain new calling plans and new features. Product feature marketing works great when the features are continually improving, but this is the exception, not the rule. The trick is to avoid one of marketing's biggest mistakes - crowing about a small product improvement that no one's gonna care about. So what do you do when you can't market the bells and whistles any more? Well look no further than that ultimately generic product - bottled water. They've created a brand out of absolutely nothing. Dasani is the rebellious, thrilling water for those who don't follow the rules, and are always looking for a walk on the wild side. Perrier is the risk taker's water. Danger is what they want from a bottle of water. Evian is the young water...This is water we're talking about here - totally generic - but these companies have built an entire persona, out of nothing. This is marketing built entirely on how the customer wants to see herself, not how she feels about water. So remember, take a hard, honest look at your product. Is it truly unique? If so, embrace that, and put your features out on display, but if not, then you should build your marketing from the customer's ego up, not from the product features down. I'm Graeme Newell, and that's Emotional Marketing. See more Emotional Marketing videos at http://602communications.com.
Views: 20679 Graeme Newell
Aspirational Brands: Using Negative Marketing & Negative Branding
Want to convince customers that your brand is exclusive? Then it might be time to break out the customer contempt. Some of the world's most powerful brands do their best to show customers that only a select few will measure up to their exclusive brand standards. In this three-minute emotional marketing lesson video, emotional branding researcher Graeme Newell shows how a little contempt can make your brand downright irresistible. It's an age-old question of emotional branding: do you do negative branding or positive branding to push your product? Negative marketing and positive marketing are two seemingly opposing approaches that have been used in emotional marketing for decades, but is negative advertising really a useful tool? How Emotional Branding Cuts Through the Clutter Emotional branding's strength is that it allows brands to cut through the clutter that dominates the marketing world. Emotional branding does not look at a product and say, "How can I push the cool features of this product?" Instead, it says "How do the customers of this brand want to feel about themselves?" In this way, emotional branding and emotional marketing can connect with the customer on a much deeper level than other types of branding. This applies for negative branding and positive branding equally, with emotional marketing being a strong tool to push a brand home. Emotional Marketing and How to Choose the Right Marketing It's often not easy to decide what sort of marketing is right for your brand. Emotional branding is useless if it is not paired with the correct customers for the situation. The key here is to find out what your customers really want in their own lives and dreams, not what you have. Emotional marketing is all about transitioning from a focus on features to a focus on attitude. You take the attitude that your customers already have, and show that you are a representative of those same attitudes. Negative Marketing vs. Positive Marketing So how do you decide if you should use the carrot or the stick when motivating customers to buy? Negative marketing is a powerful motivator for some customers, and is a tool that should be used if deemed appropriate. Normally, the groups that are most motivated by the power of negative branding are those that are high powered and successful. These are the people that are constantly looking forward and upward, and can take a little smacking around. Negative Advertising for Aspirational Brands The best place for negative advertising is without question in an aspirational brand. Aspirational brands differ from normal brands because they are not brands that appeal to everyone. Emotional branding uses aspiration brands to only target a certain group, whether it be high-powered businessmen or tough athletes. These are the brands that push you to be good enough to even buy their brands, not the other way around. Negative Branding or Positive Branding? While negative branding is great for aspirational brands, sometimes it's better to use honey than vinegar in your marketing. The most important aspect of negative branding is that it cannot be used in the wrong sense. If your customers are not the type to take well to being abused a little, they're certainly not going to respond well to being taunted by your advertising. So let's recap • Emotional branding cuts through the clutter by identifying what lies deep within the hearts and minds of the customer. It then uses these desires to position a brand around an identity that the customer already identifies with. • Negative marketing is something that is best reserved for those who are high-powered and are ok with taking a bit of abuse from their brands. Don't just start taunting your customers without a game plan • Aspirational brands take to negative advertising like a fish to water. The customer has to prove that she is tough enough to buy the product, not the other way around.
Views: 4083 Graeme Newell
Building Customer Loyalty Through Strong Emotional Marketing
http://602communications.com. Want to build a power emotional marketing connection with your customers? Emotional Marketing expert Graeme Newell shows you how putting your product feature aside and appealing to the ego of the customer is your best bet for a powerful customer connection. See more Emotional Marketing videos at 602communications.com.
Views: 3554 Graeme Newell
Geico Airplane
Views: 68685 Graeme Newell
Best Emotional Branding: Negative Advertising and the Power of Contempt
Advertising can be a lot like high school. The cool kids make fun of the nerds, just to make themselves feel superior. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how Madison Avenue skillfully weaves in just a hint of contempt to bolster our egos. See how marketers make one of the meanest emotions seem unthreatening and downright endearing. When it comes to emotional branding and emotional marketing, some of the best promo videos are done using negative marketing, negative advertising, and negative branding. Today, I'm going to talk about how the best promo videos use emotional branding and emotional marketing to build great negative branding, negative advertising, and negative marketing Emotional Branding in a Nutshell Emotional branding is a technique that the top TV promos and promo videos use to connect with their audience on a deep, emotional level, thus the name emotional branding. Emotional branding is a type of emotional marketing, both of which talk about how to write ad copy that connects with the audience deeply. A good marketing copywriter uses these TV promo writing concepts found in emotional branding and emotional marketing and uses them to create fantastic TV promotion that focuses on the customer, not the product. Emotional Marketing Explained Emotional marketing, like emotional branding, is a way that the best promo videos are able to speak on a deep emotional level with their customers. By finding out what the customer wants to feel about herself, copy writers can make powerful sales copy writing using emotional marketing and emotional branding because it hones in on what defines the customer. This is then used to find out how your product fits into the self-image you customer already has about herself, and promo video is made accordingly Negative Marketing as Emotional Marketing There are all types of emotional marketing and emotional branding, but the strongest ones tend to be ones that revolve around negative marketing, negative advertising, and negative branding. Negative marketing is identifying something in a customer, and shedding a negative light on it. This may be identifying something the customer hates, and letting them know that you hate it to, thus using negative marketing to establish a connection. It can also be mocking others, or even the customer himself! Negative marketing is deeply seated in the psyche of the customer, so you have to really know what it is that makes them tick. Negative Advertising and Contempt Some of the best negative advertising, negative marketing, and negative branding use the concept of contempt to ally with customers and make them feel more at home with the brand. Negative advertising with contempt is accomplished by finding out what the customer knows a lot about, and then mocking the amateurs that plague that field. There's a nasty side to all of us that react well to this type of negative advertising with contempt -- we all like to look down on those less talented or knowledgeable than ourselves every now and then -- and negative advertising of this type gives it to the customer. Negative Branding Negative branding, like negative marketing and negative advertising, is a technique that we are using with contempt today. Negative branding with contempt not only allows you to appeal to the customer by appealing to their dark side, it also uses emotional marketing and emotional branding concepts to appeal to their positive side too. In ads using the emotional marketing technique of negative branding, negative advertising, or negative marketing, you will see the focus of the commercial giving a certain character what he has coming to him. In so doing, emotional branding helps by making the customer feel good about himself in seeing the others get their comeuppance, but the negative branding appeal is the delight gotten from seeing others fail. Not only do you get the negativity, you also uplift the customer. So to recap: • Emotional branding is useful for building a rapport with the customer • Emotional marketing is best used after you have done extensive research into what makes your customers tick. Find that out, and then devise the best way to appeal to them. • Negative marketing, negative advertising, and negative branding can be well accomplished by using contempt to simultaneously uplift the viewer and put down those he feels are overdue for a good smack-down
Views: 13797 Graeme Newell
How to Build Marketing that Inspires
http://602communications.com An effective ad should motivate you to purchase a product, but the best ads go it one better. These inspirational gems send shivers down your spine. They tell a disarmingly passionate story that leaves you with a warm glow and admiration for the company's core mission. In this 3-minute emotional marketing lesson video, Graeme Newell shows how the world's best advertisers turn a typical product pitch into an uplifting affirmation of hope. See more Emotional Marketing videos at http://602communications.com.
Views: 3164 Graeme Newell
Timberland's Warrior Branding - Graeme Newell Emotional Marketing Speech
This is an excerpt from a speech on emotional marketing done by Graeme Newell at the 2011 Outdoor Association conference in Portland Oregon. Newell talks about the power of Timberland's warrior brand and how it is demonstrated in advertising.
Views: 1831 Graeme Newell
Current Marketing Trends: Getting Away From Brand Narcissism
http://602communications.com Is your brand built on a foundation of customer passions, or is a glorified laundry list of product features built on a corporate agenda? In this 3-minute marketing training video, emotional marketing expert Graeme Newell helps you spot the danger signs.
Views: 1645 Graeme Newell
Attitude Marketing: Emotional Branding That Goes Beyond the Product
In a world where big-box retailers and online megastores are pushing the prices of ubiquitous products down to unprecedented lows, how can a small, independent store survive? Forget about the product and go straight for the customer. In this three-minute emotional marketing lesson video, emotional branding researcher Graeme Newell shows how the little guy can hold his own against industry heavy-hitters. It happens to the best of us: we get so in love with our products that we forget to focus on what is really important. In a world where huge companies like Amazon and Walmart have made differentiation less of a luxury and more of a necessity, forgetting the customer is tantamount to brand suicide. In this video, Graeme Newell talks about how the little guy can stand up to huge brand leaders by targeting their customers’ attitudes. How Can Emotional Marketing Save Small Businesses? Emotional marketing is how many small business owners are connecting with their customers on a deeper level than possible with traditional marketing. Emotional marketing targets the deepest, strongest feelings that we have and turns them to a brand. When marketing a brand with emotional marketing, one leaves behind the stifling mantle of the product and delves into something more. By using emotional marketing instead of product marketing, small brands can go toe-to-toe with much larger companies and come out on top. Why Product Marketing Doesn’t Work Companies like Walmart and Amazon have turned low prices into an art form. Their closed-doors negotiation teams are famous for their ruthless efficiency, and they have the inventory systems that are rivaled by none. The bad news is that chances are they sell something that does exactly what your products do, and they do it for half the price. There was a day and age when product marketing worked, but that day has passed. Now, brands must turn to emotional marketing and emotional branding when marketing a brand in order to stay competitive. Product marketing relies on the features of a product and how cheaply you can deliver those features. While these things are all well and good, bigger retailers can do it far better than any small brand could possibly hope to do. As such, smaller brands need to turn to something deeper than just the latest bells-and-whistles. They need to turn to attitude marketing. What is Attitude Marketing? Attitude marketing is an emotional marketing tool for marketing a brand using the attitudes and beliefs of the customers, and turning it into a powerful, moving brand. The key to attitude marketing isn’t showing off the newest and coolest gear – it’s finding out how the customer feels about herself and then molding a brand around that feeling. While Amazon can sell a bike for half the price any mom-and-pop shop can, they cannot sell the feeling of belonging to a club that comes with the regional charm. Emotional branding through attitude marketing is a powerful tool that can help brands push through the clutter. In this world of ubiquitous products, it has become increasingly difficult for any brand to differentiate themselves. The best way to do this is by marketing a brand through attitude marketing. How Marketing a Brand with Attitude Marketing Works Back about 50 years ago one could simply throw the newest features up on an advertisement and call it a day. Not so much anymore. Today, when marketing a brand you need to dig deeper into the psyche of the customers and find out what is really making them tick. Most of the time, emotional branding finds that these feelings have nothing to do with the products themselves. By finding what the customer feels about herself, you can find out what makes her tick, and what motivates her. A customer who feels that they are at home in your shop is a customer who will stay loyal in the face of cheaper products.
Views: 3144 Graeme Newell
Allstate: Kicker
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Views: 3359 Graeme Newell
Target Design Suits: Say Something New
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Views: 1716 Graeme Newell
Brand Marketing Research Study - How to Build Powerful Mom Brands
http://602communications.com Want moms to love your brand? There are two essential emotional motivators every branding expert should have in her toolbox. In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell reveals the psychological triggers that compel moms to buy. Learn the marketing tactics that make mom feel great about herself and your brand. Mothers are one of the largest demographics around, and as such marketing to mothers and mom brands are some of the most important skills a marketer can have in this world today. Female advertising and women advertising are the way to go nowadays, and brand marketing research for mom brands is the way to do it. Brand Marketing Research on Mom Brands Brand marketing research has taught us many things about many different demographics. When considering female advertising and women advertising, you must approach it from how the woman wants to feel about herself -- something that mom brands accomplish through effective application of brand marketing research. Mom marketing can be done, but it must be done in a way that it is serving the needs of mothers, not the marketing department. Female Advertising Done Effectively What do women want? This question is one that has plagued countless men over the years, but when marketing to mothers and advertising to mothers, this is the very question that marketers have to ask themselves. Brand marketing research does wonders when forming mom brands that use female advertising and women advertising to make advertising to mothers. It lets the female advertising experts drill down into the psyche of women and really find out what motivates them to buy. Mom marketing is usually the same as female advertising and women advertising. Women Advertising for Mothers The trick here is to find what the stereotype is about women advertising and mom marketing, and then determining whether that stereotype is viable or not. Brand marketing research has shown that a lot of mom brands end up targeting the wrong emotions when advertising to mothers and marketing to mothers. While a lot of mom brands think that mothers want to be nurturing and all of that jazz, the truth is much more practical. Mothers love feeling smart. Mom Marketing for Geniuses Brand marketing research has shown us that mom brands should be focusing on making advertising to mothers that show mom as an absolute genius. Marketing to mothers should be done from the vantage point of a mom who is so smart, her family doesn't even really know how much she is doing for them. She is calm and in control, and female advertising and mom marketing can benefit greatly from this sort of brand marketing research that breaks out of the stereotypes of marketing to mothers. Advertising to Mothers with a Mean Streak When you think of mothers, you don't often think of nasty things like domination and belittling -- but maybe you should. Brand marketing research has conclusively shown that one of the most effective ways of marketing to mothers is to just annihilate their husbands in a fireball of ridicule. Mom brands are good at showing a husband that is little more than a Neanderthal that would be all but lost without her. This idea of power over a spouse is a highly effective tactic of female advertising and women advertising that mom brands use when advertising to mothers. Again, remember that when you are marketing to mothers, you are just suing female advertising to a more focused demographic. Intelligently Marketing to Mothers So whether it is ridiculing the intelligence of the spouse or building up the ego of the woman herself, the most effective methods of marketing to mothers and advertising to mothers is to follow the brand marketing research and lift up the mom. Mom brands focus on female advertising and woman advertising when advertising to mothers, and this is the way to do it. So let's recap what we went over today: When going for mom brands, you have to remember that you are focusing on female advertising and women advertising to get your point across. Use brand marketing research to determine what is most effective in mom marketing when advertising to mothers and marketing to mothers. One of the most effective mom marketing tactics used in female advertising is to show mom as a genius. The other very effective tactic in mom marketing used in women advertising is to have the mom be shown as dominant over her bumbling husband.
Views: 2880 Graeme Newell
TV Promo Story Plot Ideas:  How to Make More Passionate Promo Videos
http://602communications.com The best advertising copywriters deliver a powerful emotional punch with just a few words of well-crafted copy. Emotional marketing expert Graeme Newell explains how to beat the bad habit of overwriting. Learn now to avoid one of the most common video writing mistakes. The best TV promo copywriters deliver a powerful emotional punch with just a few words of well-crafted video promo copy. Emotional marketing expert and video promo guru Graeme Newell explains how to beat the bad habit of promo video overwriting. Learn now to created tighter story plot ideas and how to avoid one of the most common TV promo writing mistakes. When making TV Promos, there's a constant battle between the story plot ideas and the emotional connection with the viewer. If you make the video promo too focused on the story plot ideas, then there will be no time to really appeal to the viewer and connect with them on an emotional level. However, if the promo video focuses too much on making a connection, there will be no time for story plot ideas and the viewer will never know what it is they are supposed to be watching. Too Much Information In the TV Promo Every video promo is made up of the two opposed forces of story plot ideas and emotional connection with the viewer. The mistake that most advertisers make is that they spend too much time worrying about the story plot ideas in the video promo and not nearly enough time forging a strong, emotional connection with the viewer. The reason for this is simple, promo TV ads are meant to sell the show, and so the average producer assumes that the viewer must know all about the story plot ideas that went into it. The truth, however, is that it really doesn't matter what's actually in the show. This assumption is natural, because the programmers put their heart and soul into their show. They're going to want the audience to know exactly what the story plot ideas are, and they are going to want the promo video to be all about those story plot ideas. The thing is, the story plot ideas just aren't the most important thing for the video promo. The most important thing is to connect with the audience and grab their attention -- pique their interest. Making a Connection in the Promo Video So in a TV promo, we've established that what we tend to spend too much time on the story plot ideas and not enough on making a connection. The average promo is about seventy-five percent story plot ideas, and about twenty-five percent emotional connection. When considering what matters to the customer, this split simply doesn't make sense. Viewers aren't looking to be told exactly what happens in the show, they're looking to be charmed. The job of the TV promo is to romance the viewer into watching the show. Once the promo video has done its job and grabbed their interest, the viewer will gladly listen to what it's all about. Right now advertisers are all-too-often putting the cart in front of the horse and talking the viewer's ear off before they even are really interested. So, for a recap • There are two main forces when making a TV promo: story plot ideas, which give the viewer an idea of what the show is about, and emotional connection, which entices the viewer to watch the show • Producers love their shows and want the world to know all about them, so they want to get in a million plot points, often times leaving no room for emotional connection • The average promo is 75% plot and 25% emotional connection, when it really should be the other way around
Views: 5933 Graeme Newell
Positioning a Brand: The Clever Marketing Art of Greenwashing
http://602communications.com Greenwashing is a hot advertising fad that has companies wrapping themselves in the environmental movement in hopes of showcasing moral character. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how some of the most environmentally reprehensible companies have managed to market themselves with the warm glow of mother nature green. Greenwashing uses guilt, one of the most powerful motivators in marketing. Some of the best brands in the world have mastered the art of making us feel good about doing unhealthy and unnatural things. Greenwashing companies have successfully turned vices into virtues by showing that being not as bad as the next guy makes that bad behavior okay. Your brand must do more than just show the customer that your product is great. Positioning a brand is about showing the customer that your brand shares their values. The best advertising campaigns must also show how the need fits into the customer's identity. Guilt, worry, and fear are some of the most powerful motivators in our lives. The greenwashing movement has tapped the customer's worry about the shape of the planet that our children will inherit. Most brands tend to deal with customer emotions on a strictly product level. Sure, we all make lousy purchase choices all the time. We eat the wrong foods, drive wasteful cars, indulge at Starbucks, and watch too much TV. But the advertising industry has found a clever way to assuage our guilt and give all of us a free pass. Some of them have even managed to create an entire myth around a product category that allows us to give in to our vices, yet still feel good about ourselves.
Views: 3365 Graeme Newell
Tribal Marketing: The Secret to Whole Foods Marketing Success
http://602communications.com How do you take your customer base from simple buyers to rabid fans? You invite them to join the tribe. Some of the most successful brands in the world are turning to ethical superiority to turn their brand into a mission handed down from on high. In this three-minute emotional marketing lesson video, emotional branding researcher Graeme Newell shows how a little contempt can make your brand downright irresistible. When it comes to staples, it doesn’t get much more generic than groceries. How are copywriters supposed to be able to make TV advertising for something that every other competitor has? You take a page from the book of Whole Foods marketing and turn your brand into a cult. What is Emotional Marketing? When you’re trying to sell ubiquitous products like groceries, you have to do something to differentiate yourself from the competition. The best way to do this is through emotional marketing and emotional branding. Emotional marketing is taking something as simple as going to the store and shopping for eggs, and turning it into an amazing customer experience that will push sales and increase profits. When looking for promo video ideas, these emotional marketing and emotional branding techniques will turn your brand into something that transcends product boundaries and becomes more than just a product. How Whole Foods Marketing Uses Emotional Branding Whole Foods marketing uses emotional branding to solidify its brand image as the ethical brand and to make great sales copy. Whole Foods marketing has managed to make its emotional branding techniques supercharge its brand. By using emotional marketing, Whole Foods marketing turns regular customers into raving fans by connecting with them on a level that is deeper than just “I want to buy eggs.” Whole Foods marketing plays to a higher level of ethics using ethics branding to rally the troops of ethical shopping around their banner. Ethics Branding Has Made Whole Foods Marketing a Success Ethics branding is the cornerstone of Whole Foods marketing successes of late. They have taken their brand and supercharged it with ethics branding using emotional marketing and emotional branding. By pushing their brand as the ethical brand, they have aligned themselves with the thousands of customers who view themselves as responsible customers and ethical members of the planet. Ethics branding involves a specific type of emotional marketing that aligns the brand with an ethical higher ground. By making it clear that their brand is the ethical one, Whole Foods marketing has nearly perfected the art of ethics marketing. Ethics Branding has Become Tribal Marketing Whole Foods marketing has taken its approach of ethics branding and turned into their very own form of tribal marketing. The people who subscribe to Whole Foods’ unique world view have effectively become part of the tribe of Whole Foods. Tribal marketing is a form of emotional marketing that invites customers to join the tribe and become a part of something that is more than just the product itself. Tribal marketing is a powerful way to make your customers into more than just customers – tribal marketing turns your customers into cultists. So let’s review what we went over: • Emotional marketing is the best way to sell ubiquitous products in a crowded market. Using emotional marketing and emotional branding is the only way you will be able to be heard over the cacophony of other brands. • Whole Foods marketing uses ethics branding to turn its brand into the powerhouse that it is. Whole Foods marketing knows that its customers want to feel like they are saving the world when they shop, so Whole Foods gives them just that experience. • Whole Foods marketing uses tribal marketing to transform the experience of shopping at Whole Foods into a crusade for what the customers truly want to feel about themselves. By aligning themselves with a cause and then inviting the customers to join the crusade, Whole Foods marketing has created a tribe that its customers desperately want to be a part of, and are very proud to be in.
Views: 1507 Graeme Newell
Sky Sports: Camera Combat
News Sports
Views: 25952 Graeme Newell
What is Emotional Branding? Using the Power of Revenge Marketing
Emotional branding is used with positive emotions all the time. Marketing copywriters use emotional marketing to instil a warm, happy feeling in their viewers that endear their product to the customer all the time. But what of negative marketing, negative advertising, and negative branding? Emotional marketing is more than capable of getting nasty with some negative marketing -- in fact, it thrives on it. Emotional Branding and Negative Advertising No matter who you are, no matter where you are from, everyone knows at least one person who thinks he or she is better than anyone else. These blustering fools are always up on their high horse, looking down on the rest of us, isn't it time that someone knocked them down a few notches? The emotional marketing techniques for negative branding has just the recipe for this occasion -- revenge. Using revenge in your negative emotional branding is the perfect way to endear your brand to customers for hating what they hate -- that arrogant guy you hated back in High School. Emotional Marketing and Negative Branding The formula for this emotional branding is simple. First, the villains are introduced. Then, the Average-Joe hero is introduced. The hero then proceeds to not only dispatch of the villain, but does so in a humiliating fashion. It's not sufficient that the snobs be knocked off their high horses, they must also land in the mud. In this type of negative marketing, our hero is calm and in command, a master of his surroundings and those around him. Emotional Branding and Negative Marketing Normally the negative advertising technique delivered by revenge is done with a cliffhanger. The way the emotional marketing works is that the revenge spot sets up the expectation for the revenge. You know that it's coming, so you have to direct your full attention to the spot until it gives you the payoff. This way the audience will have to listen to the entire product pitch, or whatever the advertiser puts in, in order to get the payoff of sweet vengeance. The vengeance technique works particularly well for blue-collar customer bases. While some brands go out of their way to attract the most well-heeled customers, those that go for the masses stand to benefit greatly by resorting to this emotional marketing technique. The best thing about appealing to the "everyman" is that, well, every man and woman thinks he or she is an "everyman." So instead of going the positive rout with emotional branding, it sometimes pays off to just commiserate with your customers with some negative advertising. Instead of lifting them up, let them play the martyr for a bit, they'll love you for it. So to recap: • When you are using emotional marketing to with a brand, it doesn't always have to be positive. Instead, use some negative marketing to spice up your advertising • Everyone has someone they think needs to be taken down a few notches, so give it to them with negative branding • Introduce the villain, then the hero, establish the expectation, deliver your product pitch, and then let the hero handily dispatch of the villain, humiliating him in the process.
Views: 1219 Graeme Newell
Positioning a Brand: The Ugly Secrets of Bad-Parent Marketing
http://602communications.com Want to be a marketing hit with moms? Then it's time to tap into her judgmental side. Sometimes the best way to win mom's affections is to empower her to ridicule the bad parenting skills of others. In this three-minute emotional marketing lesson video, emotional marketing researcher Graeme Newell shows how positive brands subtly tap very negative emotions to bond with women. What is customer focus, and what is customer relationship marketing? Marketers everywhere are asking themselves these exact questions when positioning a brand to better fit their customer base. What is customer focus, and what is customer relationship marketing? Marketers everywhere are asking themselves these exact questions when positioning a brand to better fit their customers. Today, we'll be looking at the best advertising campaigns and the best television ads that are centered on Mom. So let's start with the basics: what makes moms tick? Most would guess the usual suspects: maternal love, devotion, and the whole nine yards. However those emotions couldn't be further from the truth. The truth is: the most powerful emotional drivers that move the best advertising campaigns and the best television ads for moms are pride, superiority, and domination. So the trick to really making the best television ads and the best advertising campaigns possible for Moms is positioning a brand that builds her ego. You need to be putting that woman up on a pedestal and worshipping her as the goddess she is. This can be done in various ways, but the two most common are to either go positive with good images, or negative with ridiculing others. When taking the positive approach it's best to show mom being the superwoman she truly is. Some of the best television ads use popular celebrity mother figures to represent this ideal mom and show her as having almost supernatural powers. Another way is to contrast her against her idiot husband. Make sure he's a bumbling idiot that can barely tie his own shoes -- she'll look all the more impressive for it. When positioning a brand for the negative approach, the best advertising campaigns hold up an image for their customers to ridicule. This is going to be the Mom that others look at and think to themselves: "Man am I glad I'm not as crazy as her." While mothers will commiserate with the crazy stuff that they all have to do sometimes to make things work out, they will love the idea that, no matter how far they fall, they'll never be as low as the women in these ads. But how do customer focus and customer relationship marketing fit into this equation? Let's look at both individually. First, what is customer focus? Customer focus is how the best marketing campaigns are positioning a brand to fit their customers, not their product. If mom's the one buying the product, then the advertising needs to be about her, not the new bells and whistles on a product. In the end, most products are damn near identical, and the customer knows it. They want brands that they can identify with and that truly get them. So then what is customer relationship marketing? It's how the best marketing campaigns and best television ads align themselves with a certain set of emotions in order to develop a relationship with the customer. When done right, this sort of marketing will elevate your product from just another competitor to a friend that the customer can get behind and will choose over all others. So remember, when marketing to Moms, play to her ego and don't forget who really owns your product. I'm Graeme Newell, and that's Emotional Marketing.
Views: 914 Graeme Newell
Positioning a Brand: Breaking Into New Markets Using Disruption & Contempt
http://602communications.com. How can you take down a market leader? The smartest marketers refuse to play by the established rules. They pick a fight with leading competitors and force them to play a new game. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell reveals the subversive marketing smarts behind Audi's disruption of luxury car branding. See how they used name calling, sarcasm, and contempt to reposition competitors, and redefine Audi as a major player in the luxury car sector. This mistake of complacency is one of the foundations of branding failure. Winning brands in the established sector have built marketing that assures their success in a steady competitive environment. The best television ads will upset the apple cart, forcing everyone in the sector to reposition themselves in order to combat a new enemy. It is remarkably easy for category leaders to settle into an established branding war that fights battles on familiar terms. Each member of the winning class will trade barbs with each other, but the status quo advertising methods of war presides. Very few established brands voluntarily redefine their sector. Most are content to sit back and play out the same battles over decades. When an upstart enters the frey and begins positioning a brand, it is important that the new product disrupts this equilibrium. Making similar claims as successful competitors will simply show that new product as an upstart trying to gain respect from its betters. The upstart brand must ask itself, what is customer focus? Why are the category leaders able to dominate with the current brand position? If the upstart brand can question and cast doubt about the leaders dominance, then positioning a brand takes on a whole new stage. The best competitors don't openly attacked the brand leader, who is probably beloved. Instead, they go after the very premise of the leaders dominance. They show that the game the leader is playing has changed and it is a new day, with new expectations from the customers, and new attributes to a winning product. What is customer relationship marketing? It is about planning a new game where the lead product is not the predestined winner of the marketing game. What is customer focus all about, it's about redefining the category marketing conversation so it starts a new conversation about the product. Brands like Cadillac get a standard of over-the-top lavish luxury. In order for them to be successful they must continue to play this game. Lexus has done the same thing. Audi's smartest move was that they picked a brand position that Cadillac and Lexus could not boldly move into. If you're going to be prestigious, stately, and successful, then it is not except to be sporty, rebellious, and a rule breaker. Cadillac and Lexus cannot move into Audis branding wheelhouse without seriously wondering off of their main brand message. Audi was smart enough to pick a brand position on the fringes of the luxury market and it will be content to pick away at the category leader with its rebellious message. See more Emotional Marketing videos at http://602communications.com.
Views: 2800 Graeme Newell
Cheetos Construction Commercial - Ad Marketing Strategy for Marketing Consulting Branding Campaign
Read how emotional marketing is used to create strong customer connections at the emotional marketing blog at: http://602communications.com/site/?p=8291 Cheetos has carefully mapped the most intimate emotional motivators in the lives of their best customers - teen and 20 somethings. The irrational feelings that surround impending adulthood are the foundation of this brand. The actual chip is just a prop. This Cheetos ad showcases the best of high school angst all over again. The Cheetos cheetah parties with the cool kids and snubs the nerd wannabe.
Views: 118672 Graeme Newell
Pampers: Silent Night
4847 Product Demonstration Feel good Family love Music video
Views: 44809 Graeme Newell
Gamefly.com: Games Delivered
18131 Frustration Avoidance Exaggeration Mook
Views: 18053 Graeme Newell
Cingular: Raising the Bar
13305 Work smarter Family love
Views: 11364 Graeme Newell
What is Emotional Branding?  Frustration Branding Examples from Federal Express
http://602communications.com What is Emotional Branding? FedEx's emotional branding strategy is all about the powerful feeling of frustration. FedEx mercilessly pokes fun at the office politics freak show, and shows us that they understand our pain. In this three-minute emotional branding lesson video, emotional branding expert Graeme Newell reveals the strategy behind FedEx's emotional branding success, and explains the emotional branding strategy behind some of their most effective ad campaigns. http://602communications.com
Views: 2375 Graeme Newell
The Risks & Rewards of Shock Marketing
http://602communications.com. As clutter has permeated the ad business, marketers have upped their game, creating remarkably annoying, shocking and titillating campaigns that turn heads and get tongues wagging. But today's more ad-savvy consumers are looking for relationships with their favorite brands. There are new rules when using shock advertising. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows the best ways to use dramatic imagery to grab attention, but not turn off your customers. See more Emotional Marketing videos at http://602communications.com.
Views: 1797 Graeme Newell

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