Case Study Archives - Graeme Newell

Chevy Case Study

Leave a Comment / Emotional Marketing Research / By Chris

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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Sony AXN Case Study

Leave a Comment / Emotional Marketing Research / By Chris

gnewell@602communications.com https://602communications.com Download PDF Version The following file is a PDF and must be viewed with Adobe Acrobat Reader. Please visit Adobe's website to download the latest version. Background AXN is a general entertainment network that serves all of Asia. The channel featured a lot of adventure and excitement shows such as CSI, NCIS, Amazing …

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Dermablend Case Study

Leave a Comment / Emotional Marketing Research / By Chris

Highlights: Put ordinary products into extraordinary situations. If you show them in the correct way the dullest products can be made magical Marketing a truly revolutionary product is easy. One look at them in action and you know they’re game changers. All Apple needed to do was show the iPhone in action and customers were …

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Coke Wallet Case Study

Leave a Comment / Emotional Marketing Research / By Chris

Highlights: Coke’s brand is starry-eyed optimism. Your brand should be an emotional trigger. Coke is one of my favorite emotional marketing brands because Coke isn’t in the beverage business. Coke is in the “good times with close friends” business. You’ll see a familiar rhythm in Coke ads. A lone person pops open a Coke, and …

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Harley Davidson Case Study

Leave a Comment / Emotional Marketing Research / By Chris

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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Car Slogans Case Study

Leave a Comment / Emotional Marketing Research / By Chris

Highlights: A slogan is not a brand. A brand is a feeling, not a phrase. The goal of a slogan is to trigger an emotional response about the product. What's the goal of a slogan? To compress the brand into one moving and memorable point. There are product-focused slogans like this Mazda "zoom zoom" ad …

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Gillette Advertising Case Study: Best Tactics to Brand a Product Line

Leave a Comment / Graeme Newell Speaking / By Chris

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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