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The Art of Selling a Feeling: The Rise of Consumer Goods Marketing — Transcript

by Kenny Ohata · 2,315 words · 376 segments · language en · Watch on YouTube

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0:00why do we buy what we buy is it the
0:03taste of the olive oil the sparkle of
0:05water or the comfort of the sneaker or
0:08is it something deeper take for example
0:10a bottle of graza olive oil it's not
0:13just an oil but it's a statement piece
0:15for your kitchen liquid death it's water
0:18that makes you feel like you're breaking
0:19the rules these Brands aren't selling
0:22products they're selling feelings
0:25confidence Rebellion belonging today
0:30we're diving into the psychology behind
0:31the products we love why do certain
0:33brands make us feel something and why is
0:37that feeling worth more than the product
0:39itself spoiler alert it's not about
0:42what's in the bottle it's about what's
0:44in your mind but before we jump in let
0:47me paint you a picture think back about
0:50how we used to buy things say 20 years
0:53ago you needed olive oil you go to the
0:55store pick up whatever brand your mom
0:57used and that was about it but now now
1:01we're joining weight lists for olive oil
1:03drops like their limited edition
1:05sneakers what changed let's start off
1:08with a brief history because this shift
1:11didn't happen just overnight in the
1:13early 1900s marketing was pretty
1:15straightforward companies would
1:17basically just say well here's our
1:19product here's what it does and here's
1:22why it's better than the competition
1:24take this here's catalog it was
1:27revolutionary at his time but looking
1:29look at it now it's almost charmingly
1:32simple just some products descriptions
1:35and prices no lifestyle shots no
1:38emotional storytelling no brand identity
1:41just cold hard facts but then something
1:44interesting happened in the
1:461920s advertisers started to realize
1:49something profound people don't want to
1:52just buy products they buy better
1:54versions of themselves Edward Bernies
1:57Sigman fud's nephew was actually one of
2:00the first people to tap into this he
2:02realized that you can sell products by
2:05connecting them to people's unconscious
2:07desires and emotions let me paint you a
2:11perfect example in the 1920s Bernies was
2:14hired by the American Tobacco Company to
2:17get more women to smoke now at this time
2:21it was taboo for women to smoke in
2:23public so what did he do he organized a
2:27group of women to light up cigarettes in
2:30an Easter Sunday parade in New York but
2:33here's the genius part he marketed these
2:36cigarettes as torches of Freedom
2:39suddenly smoking wasn't just about
2:42tobacco it was about woman's
2:44Liberation he turned cigarettes into a
2:47symbol of empowerment now obviously
2:50today we know smoking is harmful but the
2:53marketing technique that was
2:55revolutionary fast forward to today and
2:58we're seeing Brands take this emotional
3:00marketing to a whole new level now let's
3:03talk about our two star examples graza
3:06and liquid death first off graza you
3:09know what's fascinating about this brand
3:12they took what was one of the oldest
3:14food products in human history and
3:17completely reimagined how we interact
3:19with
3:20it the product itself it's good allive
3:23oil but that's not really what they're
3:26selling let's break down their marketing
3:28piece by piece first there's the bottle
3:31design that squeeze bottle isn't just
3:34convenient it's making a statement it's
3:37saying hey we're not your grandmother's
3:39olive oil we're not precious we're here
3:43to be used not saved for special
3:46occasion and then there's that color
3:49that bold bright green it's not trying
3:52to look expensive or traditional it's
3:54modern fun almost rebellious when you
3:58leave it out on your counter it's not
4:00just a cooking ingredient it's basically
4:02a kitchen
4:04decor but here's what really gets
4:06interesting their social media isn't
4:08filled with some serious cooking
4:10tutorials or traditional Italian recipes
4:13instead it's casual approachable content
4:16it's people drizzling olive oil on pizza
4:19making simple pasta dishes or just
4:22dipping bread in olive oil they're
4:24selling a feeling of being an
4:26effortlessly cool homecook someone who
4:29who knows good food but isn't
4:31pretentious about it and let me tell you
4:34it works the first batch sold out in
4:37hours and they've built this almost
4:39cult-like
4:40following now let's also take liquid
4:43death let that name sink in for a minute
4:46water call death in a tall boy can that
4:50looks like it should be holding beer
4:53it's absolutely ridiculous and that's
4:56exactly why it works that's the genius
4:58of liquid death it's isn't just that
5:01they made water edgy it's that they
5:03understood something fundamental about
5:05their target market they realized that
5:08there was this huge group of people who
5:10felt alienated by traditional water
5:13brands you know all those pristine
5:17mountain springs and wellness
5:19messaging now instead they went
5:22completely
5:23counterculture their tagline murder your
5:26thirst their marketing campaigns they
5:29include things like supplying their
5:31water to death metal concerts and
5:34creating horror movie trailers about
5:36killer water and here's what's
5:40fascinating they've turned hydration
5:42into a form of
5:44rebellion think about that for a second
5:47they made drinking water punk
5:49rock I mean that's marketing genius on a
5:52whole another level let's dive into the
5:55psychology behind why those approaches
5:58work so well studies in consumer
6:00psychology have shown that we make
6:03purchasing decisions in our emotional
6:05brain first and then we use a rational
6:08brain to justify the purchase
6:11afterwards Dr Antonio deasio a renowned
6:15neuroscientist actually studied people
6:17who had damaged that part of the brain
6:19responsible for emotions know what he
6:23found these people couldn't make
6:26decisions about what to buy even though
6:29they
6:30all the pros and cons without emotional
6:32input they're Paralyzed by choice and
6:36this is exactly what these modern Brands
6:39understand they're not trying to win the
6:41rational argument they're trying to win
6:44the emotional one now let's talk about
6:47how social media has completely
6:49transformed this emotional marketing
6:52landscape because this is where these
6:54Brands really shine take rza's Instagram
6:57account they rarely post about the
7:00technical aspects of their olive oil
7:02instead they post these gorgeously
7:05casual videos of people cooking really
7:07simple meals it's all about creating
7:10what marketers call aspirational but
7:12achievable content when you watch
7:15someone drizzle that green bottle over a
7:17perfectly imperfect bowl of pasta you
7:20think hey I could do that and that's
7:23exactly what they want now liquid death
7:26takes a completely different approach on
7:28social media but it's equally brilliant
7:31they lean into meme culture they create
7:33content that people want to share not
7:37because it's advertising but because
7:39it's entertaining they released a heavy
7:41metal album made from hate comments they
7:45created a horror movie trailer about
7:47killer water this isn't just marketing
7:50It's Entertainment and that's a crucial
7:52distinction because when people share
7:54these videos or posts they're not
7:56sharing an ad they're sharing something
7:59that may laugh something that aligns
8:01with their sense of humor in identity
8:03both of these brands have managed to
8:06create something even more valuable than
8:08viral content what they've created is
8:11communities when you buy graza olive oil
8:14you're not just getting a kitchen staple
8:16you're joining a community of people who
8:19care about cooking but don't take it too
8:21seriously now when you drink liquid
8:24death you're part of this in joke this
8:26movement of simultaneously making fun
8:29and revolutionizing beverage marketing
8:32and this community aspect it's absolute
8:35gold for Brands because when people feel
8:38like they're part of something they
8:40become brand Advocates they're not just
8:43consumers anymore they're ambassadors I
8:46mean think about it when's the last time
8:48you posted about a regular bottle of
8:50olive oil on social media but graza
8:53bottles show up on Instagram stories
8:56constantly when was the last time you
8:58took a picture of your yourself drinking
9:00water but people actually proudly post
9:04their liquid death cans so where is this
9:06all headed what's the future of
9:08emotional marketing look like first off
9:11we're seeing the rise of what I call
9:13Micro emotional targeting thanks to Ai
9:16and advanced data analytics brands are
9:19getting better at understanding not just
9:22what we buy but how we feel when we buy
9:25it think about how Netflix recommends
9:28shows based on your your watching habits
9:31now imagine that level of
9:33personalization but for emotional
9:35marketing now Brands will be able to
9:38identify exactly what storytelling
9:40resonates with you personally but here's
9:43where it gets really interesting and a
9:45little bit concerning honestly as these
9:48Technologies Advance Brands will be able
9:51to create what feels like personal
9:54emotional connections at scale now I
9:57think we need to talk about the elephant
9:59in the room the ethical implications of
10:02all of this because when Brands get good
10:06at manipulating our emotions where do we
10:08draw the line about 64% of consumers say
10:12they're more likely to buy from Brands
10:14the aign with their values but here's
10:17the catch how do we know if that
10:20argument is genuine or just really good
10:22marketing take sustainability claims for
10:25example we've seen a huge rise of what
10:28we called
10:29greenwashing Brands making environmental
10:32claims that don't hold up to scrutiny
10:35but they do it because they know we have
10:36an emotional connection to environmental
10:39issues and this is where things get
10:42really tricky because the better Brands
10:45get at emotional marketing the harder it
10:48becomes for consumers to really be able
10:50to distinguish between authentic brand
10:52values and clever marketing
10:55tactics so what can we do as consumers
10:58about all this
10:59I think it's really important to be
11:01aware of these
11:03techniques understanding how Brands
11:05Target our emotions doesn't make their
11:07marketing less effective but it does
11:09help us make more conscious decisions on
11:13what we're buying we need to get better
11:15at asking questions when a brand makes
11:18us feel something we should ask is this
11:20feeling backed by real value are we
11:24buying into a marketing story or are we
11:27buying a genuinely good product
11:30we need to recognize that it's okay to
11:32enjoy and participate in this emotional
11:34marketing as long as we're doing it
11:36consciously there's nothing wrong with
11:38buying into a brand story if that story
11:41adds real value to your life now let's
11:44flip the script for a moment and take a
11:46look at this from a business perspective
11:48the key I believe lies in what I call
11:51authentic emotional marketing this means
11:55creating emotional connections that are
11:57actually backed up by real value genuine
12:00beliefs in actual Community Building
12:03look at how Patagonia does this they
12:05don't just Market themselves as an
12:07environmentally conscious brand they
12:10actually put their money where their
12:11mouth is they do initiatives like their
12:15war and wear program and their
12:17environmental activism let's talk about
12:20some practical takeaways from everything
12:22we've discuss today emotional connection
12:25is the new currency in marketing but and
12:29this is crucial it has to feel authentic
12:32you can't fake it liquid death works
12:35because they fully commit to their
12:36irreverant personality they never break
12:39character second takeaway community
12:42building is more powerful than
12:44traditional advertising when graa shares
12:47user generate content of people cooking
12:49with one of their olive oils they're not
12:52just showing off their product they're
12:54highlighting their Community they're
12:56saying look at all these cool people who
12:58use product you could be one of them
13:01third takeaway Innovation doesn't always
13:04mean inventing something new sometimes
13:07it means reimagining something old
13:10neither graza nor liquid death invented
13:13new products they just found new ways to
13:15make us feel about existing ones now let
13:19me share some predictions about where I
13:21think this is all headed we're going to
13:23see more Brands focusing on what I call
13:26Micro communities instead of trying
13:29trying to appeal to everyone they'll
13:31create deep connections with smaller
13:34more dedicated groups of consumers the
13:37line between entertainment and marketing
13:40will continue to blur Brands will become
13:42content creators storytellers and maybe
13:45even entertainment companies in their
13:47own right we'll see what I call arise in
13:50authentic Tech tools and platforms that
13:53help consumers verify brand claims and
13:56track corporate Behavior because as
13:58emotional marketing gets more
13:59sophisticated consumers will demand more
14:02transparency next time you feel drawn to
14:04a brand pause and ask yourself what
14:08emotion they're selling is it confidence
14:11Rebellion
14:12belonging understanding this could help
14:14you make more conscious purchasing
14:16decisions we're living in an era where
14:19products are no longer just products
14:22they're vehicles to Identity community
14:25and personal expression the success of
14:28Brands like graa and liquid death isn't
14:31just changing how we buy olive oil or
14:33water it's changing our entire
14:35relationship with consumption we're
14:38moving from a world of passive consumers
14:41to active participants in brand stories
14:45this shift has implications far beyond
14:47marketing it's affecting how we form
14:50communities how we express ourselves and
14:53even how we think about authenticity in
14:55a digital age the most successful modern
14:58brands
14:59aren't just selling products they're
15:01selling feelings identities and
15:04belonging whether it's graza making
15:07cooking feel approachable and fun or
15:10liquid death making hydration feel
15:13rebellious it's all about the emotional
15:16connection this shift isn't just
15:18changing how we buy things it's changing
15:20how we relate to Brands to each other
15:24and even
15:25ourselves we're moving from this
15:27transactional economy to a relationship
15:30economy the future of consumer goods
15:32marketing isn't about manipulation it's
15:35about authentic connection the brands
15:38that will Thrive are the ones that can
15:40create genuine emotional bonds while
15:43delivering real value before we wrap up
15:46I just want to challenge you to think
15:48about your relationship with Brands what
15:51emotions are you buying into what
15:53stories are you participating in and
15:56most importantly are these emotional
15:58connections adding real value to your
16:00life if you've enjoyed today's episode
16:03make sure to subscribe and hey I'd love
16:05to hear your thoughts on this as well
16:08what brands do you feel emotionally
16:09connected to and what marketing
16:12strategies have you noticed also
16:15working this has been where we're headed
16:17and I'll catch you next week
16:22[Music]

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