Graeme Newell

Case Study

Chevy Case Study

Highlights: Encapsulate the customer’s feelings about your brand Don't brand your product, brand how your customer feels about your product. Is your slogan just a catchy phrase, or does it have real heart and meaning that encapsulates the customer’s feelings about your brand? Chevrolet struggled with their tagline…The problem was that the marketing contradicted the …

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Harley Davidson Case Study

Highlights: Harley Davidson isn’t in the motorcycle business. Harley’s in the ego business. Harley’s emotional marketing strategy is fairly simple – disrespect the powerful and all that’s socially correct. One of my favorite emotional marketing brands is Harley, because Harley isn’t just a motorcycle. It’s a lifestyle where mostly rich, middle-aged men dress up in …

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Gillette 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. In this three-minute emotional marketing lesson video, Graeme Newell tells the marketing case study of Gillette, and shows how they used emotional marketing …

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