Graeme Newell’s Blog

Product Marketing vs. Brand Marketing: How a Harley Is More Than a Bike

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Product Marketing vs. Brand Marketing: How a Harley Is More Than a Bike

Product Marketing and Brand Marketing. 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. 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...

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Attitude Marketing: Emotional Branding That Goes Beyond the Product

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Attitude Marketing: Emotional Branding That Goes Beyond the Product

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? 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 against industry heavy-hitters. It happens to the best of us: we get so in love with our products that we forget to focus on what is really important. In a world where...

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Tribal Marketing: The Secret to Whole Foods Marketing Success

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Tribal Marketing: The Secret to Whole Foods Marketing Success

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.

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Neuromarketing Insights: Building Brand Identity & Positioning a Brand

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Neuromarketing Insights: Building Brand Identity & Positioning a Brand

Researchers are gaining amazing insights into positioning a brand by using the new science of neuromarketing. What's neuromarketing? It's putting customers inside MRIs and seeing exactly how different commercials light up their brains.

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Branding Tactics vs. Positioning Tactics. Which is More Important?

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Branding Tactics vs. Positioning Tactics. Which is More Important?

Branding tactics and positioning tactics are two advertising phrases that get thrown around a lot. What's the difference between the two?

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Emotional Branding Tactics: Positioning a Brand Using Heroism

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Emotional Branding Tactics: Positioning a Brand Using Heroism

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. Ever seen an ad and just feel epic? Well, that’s motional branding in motion to make you feel like the hero that you want to be. Today, how Nike advertising has mastered the art of positioning a brand to make you feel like a...

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The New Marketing Trend Driving P&G Marketing and Unilever Marketing

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The New Marketing Trend Driving P&G Marketing and Unilever Marketing

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.

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Best Emotional Branding: Negative Advertising and the Power of Contempt

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Best Emotional Branding: Negative Advertising and the Power of Contempt

Advertising can be a lot like high school.  The cool kids make fun of the nerds, just to make themselves feel superior. When it comes to emotional branding and emotional marketing, some of the best promo videos are done using negative marketing, negative advertising, and negative branding.

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Emotional Branding Strategy: Using Edgy Humor to Position a Brand

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Emotional Branding Strategy: Using 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?

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Best Marketing Campaigns: Should You Use the Carrot or the Stick?

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Best Marketing Campaigns: Should You Use the Carrot or the Stick?

When it comes to making successful marketing campaigns, it’s important to always be looking for what is a marketing campaign in its essence. The top marketing campaigns are constantly keeping their audience on their toes by using what is called bipolar marketing.

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