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.