Graeme Newell

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 huge companies like Amazon and Walmart have made differentiation less of a luxury and more of a necessity, forgetting the customer is tantamount to brand suicide. In this video, Graeme Newell talks about how the little guy can stand up to huge brand leaders by targeting their customers’ attitudes.

How Can Emotional Marketing Save Small Businesses?

Emotional marketing is how many small business owners are connecting with their customers on a deeper level than possible with traditional marketing. Emotional marketing targets the deepest, strongest feelings that we have and turns them to a brand. When marketing a brand with emotional marketing, one leaves behind the stifling mantle of the product and delves into something more. By using emotional marketing instead of product marketing, small brands can go toe-to-toe with much larger companies and come out on top.

Why Product Marketing Doesn’t Work

Companies like Walmart and Amazon have turned low prices into an art form. Their closed-doors negotiation teams are famous for their ruthless efficiency, and they have the inventory systems that are rivaled by none. The bad news is that chances are they sell something that does exactly what your products do, and they do it for half the price. There was a day and age when product marketing worked, but that day has passed. Now, brands must turn to emotional marketing and emotional branding when marketing a brand in order to stay competitive. Product marketing relies on the features of a product and how cheaply you can deliver those features. While these things are all well and good, bigger retailers can do it far better than any small brand could possibly hope to do. As such, smaller brands need to turn to something deeper than just the latest bells-and-whistles. They need to turn to attitude marketing.

What is Attitude Marketing?

Attitude marketing is an emotional marketing tool for marketing a brand using the attitudes and beliefs of the customers, and turning it into a powerful, moving brand. The key to attitude marketing isn’t showing off the newest and coolest gear – it’s finding out how the customer feels about herself and then molding a brand around that feeling. While Amazon can sell a bike for half the price any mom-and-pop shop can, they cannot sell the feeling of belonging to a club that comes with the regional charm. Emotional branding through attitude marketing is a powerful tool that can help brands push through the clutter. In this world of ubiquitous products, it has become increasingly difficult for any brand to differentiate themselves. The best way to do this is by marketing a brand through attitude marketing.
How Marketing a Brand with Attitude Marketing Works
Back about 50 years ago one could simply throw the newest features up on an advertisement and call it a day. Not so much anymore. Today, when marketing a brand you need to dig deeper into the psyche of the customers and find out what is really making them tick. Most of the time, emotional branding finds that these feelings have nothing to do with the products themselves. By finding what the customer feels about herself, you can find out what makes her tick, and what motivates her. A customer who feels that they are at home in your shop is a customer who will stay loyal in the face of cheaper products.
So let’s review:

  • Emotional marketing is the key to staving off the onslaught of cheaper goods brought in by large retailers. Emotional marketing is how companies are marketing a brand to transcend product marketing and create a strong, indelible bond with the customer.
  • Product marketing doesn’t work anymore because, excluding massive retailers, nobody can compete with better features and lower prices anymore. Product marketing is a strategy that works only if you truly have something that is innovative and different – something that very rarely comes along.
  • Attitude marketing is how smaller retailers are fighting back against lower-priced goods. By finding a niche attitude that represents their customers, brands are able to align themselves with something much deeper than just a product. This is how emotional branding comes out ahead of product marketing in a big way.
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