Graeme Newell’s Blog
Ego Brand Building: The Nike Brand Strategy of Vanity Marketing
Learn when it is better use the carrot, and when it is better to use the stick. Find out how the Nike brand strategy and Gatorade brand strategy recruited very similar customers using completely opposite brand building tactics.
read moreAdvertising Humor: The Creative Formula Behind FedEx Marketing Success
FedEx marketing is one of the best in the business. Their use of advertising humor in their promos makes them one of the best funny brands around. But how does the FedEx marketing machine pull it off?
read moreWhat is Emotional Branding? Using the Power of Revenge Marketing
Emotional branding is used with positive emotions all the time. Marketing copywriters use emotional marketing to instil a warm, happy feeling in their viewers that endear their product to the customer all the time.
read moreNegative Marketing: How to Build Brands on Irritation & Annoyance
Positive emotions are the most common types that we see in advertising. Most companies build their brands around building up the egos of their customer and basking in the glory. These are emotions like adventure, or freedom, or anything else that really lifts the customer up.
read moreHow to Increase Audience Flow & Build Ratings For Late News
Great topical promotion will hold on to viewers, but great topical promos are rare. Typically, the problem is not a lack of producer writing and editing skill, but a lack of quality video, sound, and information.
read moreNike Brand Strategy: Emotional Branding using the Story of Heroism
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...
read moreUnderdog Branding: How Financial Services Marketing Inspires Courage
Everyone loves an underdog. That's why so many marketers build their brand upon the powerful emotions of courage and redemption.
read moreGillette Advertising Case Study: Best Tactics to Brand a Product Line
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.
read more“Why TV Brands Fail” Graeme Newell’s Promax BDA Conference Speech
Graeme Newell reveals the three biggest operational mistakes that corrode television station brands. Recorded live on stage at the Promax/BDA station conference in Las Vegas.
read moreBest Slogans: How Chevy Created a Meaningful Advertising Slogan
The catchy slogan is a fixture of the advertising business, but far too many advertising slogans are so witty that they never make a customer connection. The best slogans are both moving and memorable.
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