Best Emotional Branding: Negative Advertising and the Power of Contempt

Best Emotional Branding: Negative Advertising and the Power of Contempt


Hi I’m Graeme Newell and today I’m showing
how big brands pump up customer egos with the negative emotion of contempt. “I’m an American soldier” Now most brands take the positive approach,
showing customers they’re part of an exclusive club. “A few years ago I decided to push myself
further. College, graduate school, degrees in aeronautics engineering.” Wow, and the brand message is that if you
join the army, you can be part of the super-achiever club too! This is striving marketing. But
on the opposite side of the brand divide is demeaning marketing. “There is nothing like the sweet deal on a
brand-new snowboard. All shiny and slick with these, awesome, boot, holder, things. Who
am I kidding I don’t even like going outside.” And if you’re someone who actually knows how
to snowboard or does any sports, you were just delivered a wonderfully satisfying hit
of superiority. Demeaning marketing delivers a double hit. First off, it’s just really
entertaining to watch people make fools of themselves. Secondly, the customers gets the
guilty pleasure of seeing themselves as superior. At least I’m not as bad as this guy. “So how’s my day look. Well 930 to one you
send funny pics to your wife from 1 to 115 texting your son throughout recess. 115 to
3 exchange flicks with your daughter 3 to 4 texting aimlessly to everyone and at four
a budget meeting. I can push the meeting to another day let’s go that okay. Verizon wireless
lets you share more with your family.” The customer gets a nice chuckle, but the
ad also delivers a delightful dose of contempt for that lazy boss back at their office who’s
always telling them what to do. A lot of these ads will have at it on the people and situations
the customer hates the most. This next ad takes a shot at the whiners all of us endure
in our lives. “Can switching to Geico really save you 15%
or more on car insurance? Does a former drill seargant make a terrible therapist? And that’s
why yellow makes me sad I think. That’s interesting. You know what makes me sad? YOU DO. Maybe
we should chug on over to mamby pamby land where maybe we can find some self-confidence
for you you jackwagon. Tissue? Crybaby. Geico, 15 minutes could save you 15% or more.” This next ad for TNT sports doubles up, combining
both striving marketing and demeaning marketing. “Now Mr. Barkley you are here for possible
violations as an analyst for the NBA on TNT. Do you have anything to say for yourself?
Yes, I’m 1000% innocent. Is that so? Upon being asked about the team defense of my beloved
Dallas mavericks, did you not say, and I quote, my mother could score 30 points on those guys.
No, I said my grandmother could score 30. My mother would drop 45 on them.” We want to be bold and courageous like Charles
Barkley, and we get to glower at those stuffy bureaucrats, like in our own lives. So remember,
positive customer emotions are what most brands seek, but sometimes the best way to unlock
the fire of those emotional drivers is to yank your customer’s chain with negative situations.
I’m Graeme Newell and that’s
emotional marketing.

Leave a Reply

Your email address will not be published. Required fields are marked *