Graeme Newell

selling passion: how to move away from logic and into passionate love

What is passion? Passionate branding and passionate marketing are the types of marketing that resonate with the deepest feelings and emotions humans have. Passion is what makes people stand in line for hours in the cold to be the first to get their beloved product, and it is something every brand wants to harness.

Emotional marketing master Graeme Newell shows in this short video how to supercharge your brand with passionate marketing that will turn your customers into diehard fans.
What is passion? Passionate branding and passionate marketing are the types of marketing that resonate with the deepest feelings and emotions humans have. Passion is what makes people stand in line for hours in the cold to be the first to get their beloved product, and it is something every brand wants to harness.

How Emotional Marketing Works

Emotional marketing is at the core of all great, passionate marketing. Passion is an emotion, and it’s the emotion that emotional marketing seeks most to harness. Emotional marketing differs from normal, product marketing in that it looks not to the flashy features of a new product, but rather to the emotions of the customer. By looking not to the easily imitated features of a product but to the unchanging, profound emotions felt by customers, a brand can infuse itself with power unattainable by other means.

How Emotional Branding Can Supercharge a Brand

When it comes to passionate marketing, it’s difficult to imagine someone truly getting passionate over an extra feature. They may want these things, but never do they desire them in the same way as they do for their passions. Emotional branding seeks to take a strong emotion, whether it be happy, sad, or anywhere in-between, and channel it into a brand. By taking these emotions and using them as a branding tool, even ubiquitous brands can be made exiting. Imagine what can be done with a product that is already powerfully emotional.

Passionate Branding

Take a product that has passion already attached to it, such as biking, and further supercharge it with powerful emotions and you have a recipe for success. While not every product category can enjoy such a situation, there are lots of products out there that customers feel passionate about from the get go. Passionate branding takes this existing passion and uses it as a common ground on which to build a brand.

Passionate Marketing

When you have a passionate customer base to begin with, it’s important that you look to the passionate marketing tools that emotional marketing can provide. Passionate marketing is important because it seeks to harness the power of the passionate feelings have for a product category and direct it to a single brand. By using passionate marketing, a brand can seek to set itself apart from the rest of the pack in terms of great customer experience.

So let’s review:

  • Emotional marketing is a way to take the most powerful emotions that customers feel about themselves and turn those feelings into emotions about a product. By elevating a brand from a mere brand into a trusted friend, emotional marketing can help brands differentiate themselves from the rest of the pack.
  • Passionate marketing is how brands within a powerful product category can use the passionate feelings that customers already feel toward the category and use them to increase love for their individual product or brand.
  • While not all brands are in a product category where customers are already passionate about the product, passionate marketing can be used by many to further increase the power of their brand.
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