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\f0\fs22 \cf0 Hi I'm Graeme Newell. Think spitting on other people is not so good? Well
the good folks at Ragu beg to differ. Spit is the ultimate testament of love.\
\ A
fun spot and Ragu has subtly charmed moms with a double barrel blast of emotional marketing.
They commiserate with moms about all the crazy stuff they do, \
but they also show that when they serve pasta, they becomes a hero to their own children.
No matter the childhood scar, pasta makes everything right.\
\
Ragu was smart enough to realize pasta sauce isn't about taste or thickness or any of those
things. It's about motherhood.\ \
Pasta sauce is a commodity. But some of Ragu's competitors just can't seem to break the habit
of crowing about product features.\ \
Blah, blah, thick\'85blah, blah healthy\'85 blab, blab, etc.\
Smart markets never kid themselves. They swallow the tough news when their product has become
a commodity, and move to the next life-stage of a brand - dedicated emotional marketing.\
\
There are a zillion fabric softeners, but there's only one Downy. \
\ Sure, they're still selling features like
"renewing scent pearls," but P&G is smart enough\
to let magic moments with family be the foundation of the entire brand. Product features play
a supporting role.\ \
Too many brands never get over themselves. We see car commercials that expect us to be
dazzled by generic sedan video, and beer commercials that point out obscure product differences.\
\ It's vital that marketers have the courage
to tell their clients when a product just isn't special anymore. Then, they can begin
the hard work of building a brand that diminishes the importance of product features. Great
brands can be built around commodity products, but your marketing must grow up. It must mirror
back the most fascinating person in your customer's life - herself. I'm Graeme Newell and that's
emotional marketing. \ }