28 min

Using love and hate to grow in marketing Humans Come First

    • Business

We all have things we like and those things that we don’t.

Things that don’t appeal to some, will endear you to others.

There are brands we relate to and brands that we wouldn’t consider on name alone..

We all have tastes and preferences and whether it’s conscious or not, we form opinions based on our beliefs and experiences.

It’s what makes us human.

So why then do we often fall into the trap of needing our work liked by all?
Introduce the topic for the episode

Some of the best messages of our time have nailed one concept: this thing we’re doing, it is made for you. The implication is that the same thing isn’t right for others.

Yes, it’s about target market, but it’s also about being strong enough in your convictions to know that if the message is challenged, you don’t feel the need to buckle.

Talking points
- How can we develop a strong target market to know we’re speaking to the right - people?
- How can we develop the right message?
- Being human is about being real
- People make mistakes
- Marmite - the classic example of a dichotomous brand
- Gary Vaynerchuk
- Paddy Power
- Dan Kelsall
- Grant Cardone
- Trump/Farage
- The fanatical power of brands
- Apple and Microsoft

We all have things we like and those things that we don’t.

Things that don’t appeal to some, will endear you to others.

There are brands we relate to and brands that we wouldn’t consider on name alone..

We all have tastes and preferences and whether it’s conscious or not, we form opinions based on our beliefs and experiences.

It’s what makes us human.

So why then do we often fall into the trap of needing our work liked by all?
Introduce the topic for the episode

Some of the best messages of our time have nailed one concept: this thing we’re doing, it is made for you. The implication is that the same thing isn’t right for others.

Yes, it’s about target market, but it’s also about being strong enough in your convictions to know that if the message is challenged, you don’t feel the need to buckle.

Talking points
- How can we develop a strong target market to know we’re speaking to the right - people?
- How can we develop the right message?
- Being human is about being real
- People make mistakes
- Marmite - the classic example of a dichotomous brand
- Gary Vaynerchuk
- Paddy Power
- Dan Kelsall
- Grant Cardone
- Trump/Farage
- The fanatical power of brands
- Apple and Microsoft

28 min

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