Graeme Newell

The Best Advertising Campaigns: Angering Customers

Sometimes the best way to win the admiration of a customer is to show them that you hate what they hate.  The old saying goes that “my enemy’s enemy is my friend.”  It doesn’t just work in war, it works in marketing as well.

In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how smart marketers are positioning a brand to built a foundation of anger and injustice.

Graeme Newell showcases some of the best television ads and tells the unlikely branding success story of the Romanian Candy Bar, ROM.  See how they infuriated their audience and incited a national backlash that awakened a patriotic revival.

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