TalentZoo.com |  Beyond Madison Avenue |  Flack Me |  Digital Pivot Archives  |  Categories
 
Original articles from Graeme Newell.
 
More Than a Hog: How a Harley Is More Than a Bike
Product and Brand. The two words get thrown around a lot in the marketing world, but what is the real difference? For some, the two mean the same thing — and that could not be further from the truth. Watch emotional branding researcher Graeme Newell explain the differences between products and brands, and how understanding the difference can supercharge a brand like nothing else.

David vs. Goliath: Differentiating with Attitude Marketing
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? You 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...

Building Strong Ethical Brands with Tribal Marketing
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...

Building Powerful Aspirational Brands with Negative Marketing
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.

How to Build Great Funny Ads: The Secrets of Sarcasm
It's a dark side of human nature — sometimes the best way to build up customer egos is to tear down the egos of others. Sarcasm has become one of advertising's most satisfying guilty pleasures. In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell shows how the funniest commercials use a charming, good-natured bite of sarcasm.

Best Branding Strategies When Marketing to Mothers
Want to win mom's heart? It's important that your marketing doesn't treat her like a stereotype. Too many marketers assume that mom's emotional drivers are purely domestic. In this three-minute emotional marketing lesson video, Graeme Newell reveals the emotional marketing hot buttons that are most appealing to mothers.

How is Branding Different from Positioning?
Branding and positioning are two advertising buzzwords that get thrown around a lot. What's the difference between the two? In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell shows how to find the right mix for your marketing strategy. Learn how the world's best brands create powerful customer loyalty...

Best Practices for Building Funny Commercials: The Wild Exaggeration
Creating great funny ads is easy if you understand the ten humor archetypes that are the foundation of all comedy. In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell shows how to create the best laughs using the exaggeration technique. Find out how to use put this simple formula to work in your branding, advertising, and marketing.

Best Emotional Marketing Tactics For Advertising to Men
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 with men.

Storyline Branding: Using the Heroic Quest to Position a Brand
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.

Best Practices for Building Funny Commercials: The Absurd Solution
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.

The New Marketing Trend of Brand Unification
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 that strategy is changing. In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell reveals why big corporate brands are suddenly re-emerging.

Two Essential Emotions that Compel Moms to Buy
Want moms to love your brand? There are two essential emotional motivators every marketer 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 tactics that make mom feel great about herself and your brand.

The Formula that Powers Nike's Successful Brand Strategy
Dig deep inside Nike's branding campaigns and you'll discover a very simple archetype story. By repeating this one story over and over, Nike's brand 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...

The Formula Behind Coke's Enthralling Brand
How do you build a brand that is adored by the entire world? The secret to Coke's success is the amazing simplicity of its brand imaging. In this three-minute emotional marketing lesson video, Graeme Newell shows you the heartwarming formula that is the secret to Coke's incredible global appeal. See how Coke commercials tap our deepest feelings about family and friends.

The Ego-Building Power of Contempt Marketing
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...

Beer Advertising Spectacular: How the Best Brands Stroke Male Egos
Beer commercials can sometimes seem like a random collection of bad-boy behavior, but look deeper and you'll find very sophisticated emotional marketing going on. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how great brands build confidence using both positive and negative emotional drivers. See how the best brands covertly stroke male egos...

How Emotional Branding Builds Connections by Mirroring Customer Attitudes
Great emotional branding doesn't just build love for the product, it also shows that the brand shares a customer's attitudes and style. The product is transformed into a symbol of deeply held customer beliefs. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows the secrets to building great advertising that entertains...

Best Ways to Use Edgy Humor to Position a Brand
Mockery and sarcasm are the secret sauce behind so many breakthrough ad campaigns, but how do you use edgy humor without coming off as mean and spiteful? In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how the world’s best advertisers turn very negative emotions into delightfully charming brand campaigns.

Best Branding Strategy: Should You Use the Carrot or the Stick?
Some branding campaigns build up customer egos, positioning the brand as an exclusive club. Other brands tear down egos, convincing the customer they aren’t enough, and only the product can redeem them. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell...

Product Features vs. Brand Image: Which Works Best in Humor Ads?
Is the primary goal of a funny ad to charm customers or sell product features? The best humor ads leave you with a chuckle, but will those ads move product after the laughter fades? In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows the secrets to building funny ads that entertain while still achieving strategic marketing goals.

How the Best Brands Use Vanity to Build Strong Customer Loyalty
It is a critical choice every brand must make — will your marketing build customer egos, or tear them down? In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows when it is better use the carrot, and when it is better to use the stick. Learn how Nike and Gatorade recruited very similar customers using opposite brand strategies.

How FedEx Uses Flawed Office Politics to Build Brand Passion
We’ve all been there. The boss comes up with a ridiculous new policy and everyone in the room is expected to get on board. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how FedEx uses the dysfunctional world of office politics to build strong bonds with customers.

Why Some of The Funniest Ads Don’t Sell Product
The funniest commercials do a great job of entertaining, but do they motivate customers to buy? The best humor ads leave you with a chuckle, but firmly tie that humor back to the product and its features. In this three-minute emotional marketing lesson video, Graeme Newell shows how the best humor ads avoid the mistake of being “funny for the sake of being funny.”

Emotional Branding Best Practices: The Power of Revenge Marketing
Sometimes the best way to bond with customers is to appeal to their dark side. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how some of the world’s most successful brands build customer loyalty using the payback fantasy.

Negative Marketing: How to Build Brands on Irritation & Annoyance
Sometimes the best way to bond with customers is to show them you have something in common – a shared hatred. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how the world’s best advertisers win hearts by ridiculing the people who annoy us the most.

Branding Best Practices: How Nike Uses Heroism to Build Passion
Look deep inside Nike’s brand strategy and you’ll find the classic story of the hero’s journey. But Nike puts a devious twist on their brand story by turning the customer into both the hero and the villain. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows us how Nike uses both self-loathing and determination to build customer loyalty.

Courageous Branding: How Marketers Use the Underdog Story
Everyone loves an underdog. That's why so many marketers build their brands upon the powerful emotions of courage and redemption. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell explains best practices for giving your marketing message a strong feeling of hope.

Best Slogans: How Chevrolet Created a Meaningful Advertising Slogan
The clever slogan is a fixture of the advertising business, but far too many slogans are so witty that they never make a customer connection. The best slogans are both moving and memorable. In this three-minute emotional marketing lesson, emotional marketing expert Graeme Newell shows how Chevrolet created a slogan with heart and meaning. They started with a powerful brand message, then encapsulated that feeling in a short and catchy slogan.

Gillette Advertising Case Study: Best Tactics to Simplify a Marketing Message
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 shows how Gillette used emotional marketing to unify their entire advertising message. See how a branding master got rid of marketing chatter and created a transcendent brand identity.

How to Build Macho Brands
Macho brands don't coddle their customers. The ads promise suffering and pain. Macho brands taunt their fans, challenging them to be worthy of the brand ideals. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell reveals the tactics behind some of the world's brawniest brands. See how these testosterone-soaked brands win loyalty...

Marketing to Men Using the Payback Fantasy
Want to win the hearts of your male customers? Smart marketers have learned that there is nothing men enjoy more than the sweet taste of vengeance. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how to use the payback fantasy to form solid masculine brand connections.

Best Marketing Tactics for Broadening Your Customer Base
The best marketers don't just create a brand; they create a universal message that seamlessly crosses borders and effortlessly charms wildly different cultural groups. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell reveals how to appeal to very different customer groups while still maintaining a tightly focused brand message.

3 Key Emotional Marketing Strategies When Advertising to Mothers
Want to win mom's affections? There are three key emotional motivators that every marketer should know. In this three-minute emotional marketing lesson video, emotional marketing researcher Graeme Newell shows the images and messages that are most appealing to mothers. Learn how to align your marketing with mom's fondest hopes and dreams.

Negative Branding: The Top 4 Advertising Villains
They are the people we love to hate: the daily villains who irritate, nag, and bother us. Smart marketers have learned that nothing makes consumers feel better than to ridicule these annoying tormenters who make life hard. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell introduces us to advertising's most powerful villains.

What's the Difference Between Branding and Positioning?
Lots of people throw around these marketing buzzwords, but what do they actually mean? In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how to choose the best strategy for your product. Learn how to evaluate your competitive marketing threats and how to pick the best strategy for success.

Office Madness Marketing: How FedEx Uses Frustration to Win Customers
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 marketing lesson video, emotional marketing expert Graeme Newell reveals the strategy behind FedEx's marketing success, and explains the emotional strategy behind some of their most effective ad campaigns.

How to Write a Slogan
Have slogans become uncool? Some see slogans as a throwback to the Mad Men-era of clever pun marketing. The use of slogans is declining as the branding movement has slowly diminished the importance of traditional advertising. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how to build a slogan that does double duty.

Customer Loyalty Research: Building Cult Brands
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 video, 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.

The Secrets of Bad-Parent Branding
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.

How to Build Nail-Biting Cliffhanger Ads
Time to inject some nail-biting action into those sleepy ad campaigns. In this video, emotional marketing expert Graeme Newell shows how injecting angst into your marketing can transfix customers and dramatically increase retention of your marketing message. The best advertising campaigns aren't content to just inform; they take customers on a thrill ride.

Seven Brand Stories That Changed the World
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 emotional marketing lesson video, Graeme Newell reveals the seven story plots that can change a brand from an impersonal pitch to a transcendent human drama.

How the Best Advertising Campaigns Tap Into the Story of the Underdog
Everyone loves cheering for the little guy. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how some of the world's best advertisers tap our love of the underdog, then attach that feeling of transcendence to everyday products.

Making Strong Brand Connections with Mothers
When branding to moms, is it better to market to mom's head or to her heart? Do mothers react better to scenes of maternal love, or to more practical lists of functional features? In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows when it's best to market with emotion.

How to Break Into New Markets Using Disruption and Contempt
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.

What Beer Advertising Can Teach Us About Building Male Egos
Beer ads are testosterone-steeped little bits of comic joy, and always an advertising favorite. In this presentation, emotional marketing expert Graeme Newell reveals some of the hidden emotional motivators behind the world's most entertaining beer ads.

What Bottled Water Advertisers Can Teach Us About Marketing Uninteresting Products
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.

Making Commercials Memorable by Setting Them to a Beat
Singing a product feature or slogan has always been a great way to get your marketing message remembered, but are you familiar with the ad jingle's cousin, the rhythm-track commercial? These ads forgo traditional music, and turn product features into a satisfying beat. Give up your need for dry copy lines that are easily forgotten. Graeme Newell shows the best toe-tapping methods.

Biggest Marketing Mistakes: The Competitively Obsessed Brand
Who are your real product competitors? When most marketers are asked that question, they immediately think of other companies who make similar products, then they dive into a feature-by-feature comparison. Because most marketers are awash in competitive data, they can get badly distracted by all these numbers. They tend to forget that most customers don’t care that much about any of the products in their category. For most customers, purchasing isn’t about astute comparison, it’s about gut reaction.

Wise Marketing Lessons from the Branding Master Charlie Sheen
Who would have thought? Charlie Sheen has become the darling of Madison Avenue. Everyone thought he was headed for the same celebrity flameout so common to Hollywood, but Charlie has turned bad behavior into an entirely new brand for himself. In video, emotional marketing expert Graeme Newell takes us through some of Charlie Sheen's most recent advertising hits.

Greenwashing: Marketing to the Hidden Environmentalist in All of Us
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.

L.L.Bean: Best Techniques for Building Powerful Brands for Family & Home
Graeme Newell explains how L.L.Bean has domesticated a rugged outdoor spirit and turned it into a comforting suburban fantasy. Learn how successful companies use emotional marketing to build a deep trust within their customers.

Going Negative: Angering Customers to Win Their Love
Sometimes the best way to win the admiration of a customer is to show them that you hate what they hate. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell 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.

The Magic Behind Google's Marketing Strategy
When positioning a brand, should the marketing be built around the product features, or should it be built around the customer's experience of that product? In this keynote speech from the Promax BDA Marketing Conference in Las Vegas, emotional marketing expert Graeme Newell shows how Google built a brand that celebrates the passions of customers, not the features of its services.

Turn Dull Products into Attention Grabbers
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 boring product commercials into the best television ads in the business. You'll learn the simple creative formula for keeping customers spellbound.

Best Practices for Marketing Product Features With Humor
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 shows how some of the best television ads turn a long list of boring product features into a skit that entertains.

Turning Products Into a Lifestyle
Most marketing just can't avoid the temptation of endlessly crowing on about product features, but the best ads manage to put the company agenda aside. They redefine features so they empower a customer lifestyle. In this three-minute emotional marketing lesson video, marketing speaker Graeme Newell reveals specific tactics to diminish company ego and create an ad experience that invigorates.

The Battle for Control: How Advertising Wins Men's Hearts
Watch commercials that appeal to men and you'll see ad after ad that features sex, bad behavior, and male bonding. But one of the most effective ways of winning male admiration is often overlooked: the desire for control. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how Madison Avenue flatters male egos.

How Core-Values Marketing is Fueling the Decline of Mass Advertising
Advertising a product is just not enough anymore. Now consumers want to know that your brand shares their likes, values, and priorities. Ads are moving from mass-market shouting to subtle messaging that is more like an intimate conversation. In this video, marketing speaker Graeme Newell shows how Hershey is using custom ads to deepen connections.

The Risks and Rewards of Shock Marketing
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 emotional marketing lesson video, marketing speaker Graeme Newell shows the best ways to use dramatic imagery to grab attention, but not turn off your customers.

The Secrets of Marketing with Guilt and Shame
It's one of marketing's most powerful motivators, but weaving guilt into advertising requires a masterfully light touch. Get too shaming and the customer will simply rebel. The best advertisers craft a marketing message so inspirational that guilt covertly hits the mark. In this three-minute emotional marketing lesson video, marketing speaker Graeme Newell reveals how.

The Secret to Google's Uplifting Brand Message
Watching Google's marketing ads and videos leaves even the most jaded person with hope for what the world can become. From toe-tapping viral videos that invite the world to dance to uplifting stories of international discovery, Google doesn't brand itself with a mere marketing message. Google brands with the powerfully liberating emotions of revolution, friendship, and exploration. Graeme Newell reveals Google's strategy.

The Best Ways to Build Buzz-worthy Longer Commercials
Just advertising your product is no longer enough. Smart brands are putting huge resources into creating original content, giving them the power and control to carefully craft an intriguing brand story. In this three-minute emotional marketing lesson video, marketing speaker Graeme Newell shows how Panasonic created a delightfully funny and creative multi-part comed.

The Hope Formula: How to Build Marketing That Inspires
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 three-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.

Cheetos vs. Doritos: The Rebellion Marketing Smackdown
Their marketing isn't about the chip, it's all about misbehaving. In this three-minute emotional marketing lesson video, Graeme Newell shows the very different strategies these two snacking kingpins use to spark rebellion in their customers.

The Power of Emasculation Marketing
Want your brand to empower female customers? Then show powerful women demeaning their husbands.

Meticulous Brand Building: Aflac's Carefully Crafted Marketing Strategy
The Aflac duck is a superstar now, but he wasn't always this popular. Emotional marketing expert Graeme Newell shows how Aflac used patience and focus to built a great brand from scratch, and what other companies can learn from its example.

The Best Marketing Strategies for Beating Tough Competitors
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.

Essentials for Simplifying a Marketing Message
It is said that perfection is achieved not when there is nothing left to add, but when there is nothing left to take away. In this three-minute marketing lesson, emotional marketing expert Graeme Newell shows how marketers can avoid creating over-complicated marketing messages.

How Harley Davidson Commercials Make Us Feel Like Outlaws
It's time to stick it to the man! Emotional marketing expert Graeme Newell reveals the emotional triggers that make the Harley-Davidson brand a siren’s call to escape responsibility and live a wild, bad-boy life. See how this juggernaut brand inspires safe and predictable suburban men to escape reality and live their dreams of being wild outlaws.

How Coke Borrows Emotions to Build a Powerful Brand
Some brands are easy to describe. Lexus is about opulence. Harley is about rebellion. Mention Coke, and strong feelings probably enter your mind, yet many people have a hard time actually describing what it is. Why? Because Coke isn't a product. Coke is a feeling, and words often fail us when we try to describe deep human emotions.

Generate Emotional Marketing Buzz with a Dramatic Product Demonstration
How can you make a very average product stand out from the pack? Emotional Marketing expert Graeme Newell explains how some of the world's most powerful brands generate buzz for some very forgettable products. The secret is putting those average products in extraordinary situations.

Is Dove's 'Campaign for Real Beauty' a Lie?
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 wreak vengeance on the beauty industry sadists corrupting our daughters.

Best Practices for Picking the Right Slogan
Catch a few episodes of AMC's hit series Mad Men and you'll see that advertising back in the day had one primary goal — the creation of a catchy slogan. There was a faith that the right slogan could magically uplift even the most humdrum product. The foundation of these slogans were simple puns that relied on the allure of a clever turn of phrase, such as Morton Salt's "When it Rains, It Pours." But just like the fedora, reliance on slogans has fallen from fashion. Take a look at Brandz's list of the most valuable brands and see how many slogans you can name.

FEATURED BLOGS

BEYOND MADISON AVE.
The ad industry's cutting edge blog.
Go Beyond »

DIGITAL PIVOT
A blog about new and digital media.
Pivot Over »

FLACK ME
Public Relations from the inside out.
Get Flacked »

BENEATH THE BRAND
A blog for leading marketers.
Start Branding »




TalentZoo.com Advertising
Return to Top