How Negativity Can Benefit Brands and Marketing
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This document discusses how negativity and conflict are often more motivating and engaging than positivity. It notes that people have always enjoyed negative behaviors online like bragging, gossiping, and copying others. Negativity is timeless and drives storytelling. Some of the most popular songs, movies, and TV shows involve conflict. It suggests brands should not be afraid to explore negative messaging and emotions sometimes, as examples show negative ads can be more successful. The document advocates finding your own voice rather than copying others and asserts brands do not need to be friends but should provide value.
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How Negativity Can Benefit Brands and Marketing
- 2. (LET’S NOT BE SO NEGATIVE ABOUT NEGATIVITY)
- 3. THE WAY BRANDS SPEAK vs THE WAY PEOPLE ACT
- 4. RULE 1: TECHNOLOGY CHANGES. PEOPLE DON’T.
- 5. PEOPLE HAVE ALWAYS ENJOYED SOCIALISING
- 6. FLIRTING
- 7. NETWORKING
- 11. BUT THEY HAVE ALSO ALWAYS ENJOYED...
- 12. BRAGGING
- 13. LYING
- 15. GOSSIPING
- 17. COPYING MUSIC
- 19. NEGATIVE IMPULSES ARE MORE MOTIVATING LET’S COMPARE...
- 20. •Chastity SEVEN •Temperance VIRTUES •Charity • Diligence •Patience •Kindness •Humility
- 21. •Lust SEVEN •Gluttony DEADLY •Greed SINS • Sloth •Wrath •Envy •Pride
- 22. CHASTITY
- 23. LUST
- 24. NEGATIVE IMPULSES LEAD MEN TO...
- 26. RAISE ARMIES
- 27. BUY BMW
- 28. WE ALL SUFFER FROM NEGATIVE BIAS
- 29. WE ALL EXPERIENCE LOSS AVERSION
- 30. BAD IS STRONGER THAN GOOD JONATHAN LEHRER, WIRED
- 31. RULE 2: NEGATIVITY IS ENGAGING, UNIVERSAL & TIMELESS
- 32. EVERYONE IS BANGING ON ABOUT STORYTELLING: GOOD STORIES HAVE CONFLICT
- 34. THE BIGGEST BOX OFFICE MOVIES
- 36. I CAN’T GET NO SATISFACTION
- 37. HEARTBREAK HOTEL ARE YOU LONESOME TONIGHT? SUSPICION SHE’S NOT YOU SUSPICIOUS MINDS
- 39. THE MOST PLAYED SONG OF THE 20th CENTURY
- 40. THE MOST WATCHED SHOW WORLDWIDE THIS YEAR
- 41. PEOPLE DON’T REMEMBER WHERE THEY WERE WHEN CHARLES & DI GOT ENGAGED...
- 42. BUT THEY REMEMBER WHERE THEY WERE FOR THIS...
- 43. AND WHEN MICHAEL JACKSON DIED
- 45. MOST NEWS IS ACTUALLY ‘BAD NEWS’
- 46. JOKES USUALLY AT THE EXPENSE OF OTHERS
- 47. GOSSIP ALWAYS AT THE EXPENSE OF OTHERS
- 48. 3 FACTORS IN THE SUCCESS OF VHS: VIOLENCE HORROR SEX
- 49. 3 FACTORS IN MOST TECHNOLOGICAL ADVANCE:
- 50. GAMBLING
- 51. PORN
- 52. WAR
- 54. THIS IS HOW MOST ADVERTISING SEES THE WORLD:
- 58. THIS IS REALITY
- 61. $30,000,000
- 62. SOCIAL MEDIA IS AN OPPORTUNITY?
- 63. SOCIAL MEDIA IS MORE OF A THREAT THAN AN OPPORTUNITY
- 73. OUR EXPERIENCE:
- 75. AN ALTERNATIVE POINT OF VIEW FOR LACTACYD
- 77. 1,000,000 HITS IN FIRST WEEK
- 78. SALES UP +34%
- 79. THERE’S NO POINT THINKING ‘WHAT WOULD GOOGLE DO?’ YOU’RE NOT GOOGLE!
- 80. IT’S A BIT LIKE: Q. HOW WOULD GEORGE CLOONEY SEDUCE A BEAUTIFUL WOMAN? A. HELLO, I’M GEORGE CLOONEY.
- 81. GOOGLE SAYS DON’T BE EVIL
- 82. DON’T BE EVIL
- 83. BRANDS SHOULD NOT BE AFRAID TO EXPLORE THE NEGATIVE. MAYBE. SOMETIMES.
- 84. FIND YOUR VOICE NOT SOMEONE ELSE’S - SETH GODIN
- 85. SOME EXAMPLES:
- 86. DEAR SEYOAN, WE NOTICED YOU RECENTLY BOUGHT AN SLR CAMERA. WHY NOT SELL IT TO COLIN AND BUY THIS ONE- ITS MUCH BETTER, AND WE’LL GIVE YOU 20% OFF YOURS, OLYMPUS
- 87. A BMW FAN COULD START: ILOVEMYBMW.COM
- 88. BUT THIS WOULD BE MORE FUN: AUDIPROBLEMS.COM
- 89. BMW COULD THEN SELL IT TO MERC...
- 90. ITS NOT SO CRAZY. IT’S ALREADY HAPPENED...
- 91. RULE 3: YOUR BRAND DOESN’T NEED TO BE MY FRIEND - ALAN WOLK
- 92. I DON’T BUY FROM FRIENDS - SEYOAN VELA
- 93. THANKS FOR WATCHING! COLIN & SEYOAN