Feelings Not Products

Creating the conditions for the word to spread is the job of the marketer. Spreading the word is the job of the customer. Great brand marketing doesn’t just promote a product. It creates an emotional container people want to step into and incorporate into their lifestyle, and tell other people about.

• Sell the feeling, not the features. Only once that feeling is fully formed does the product appear as the right solution right now.

• Don’t ditch your values, but evolve how you express them. You can reframe legacy values for a modern audience in this divided, anxious world by taking a familiar word or phrase and updating its meaning without losing its soul.

•Let the product serve the story instead of leading it. While there is a temptation in marketing to make the product the hero, leave it in the background until the story has been told, the emotion has landed, and the customer sees themselves in the message.

Trust is worth more than attention.