Description

In this episode, hosts Sudeep Chawla and Sharavana Raghavan delve into the psychology of marketing by discussing the power of emotions in brand communication. The episode focuses on how brands tap into the two core emotions—Want and Fear—to create effective marketing strategies.

Sudeep argues that marketing communication often boils down to creating either a desire (want) or addressing insecurities (fear) in the consumer's mind. The conversation expands with real-world examples from both product and service categories, highlighting how marketers can master both techniques to influence consumer behavior.

KEY TAKEAWAYS:

• Hyper-empathy in Marketing: The hosts stress the importance of understanding consumer emotions deeply to craft impactful brand messaging.
• Want vs. Fear: Marketing can be distilled into two primary emotional triggers—want and fear. While want creates aspiration, fear drives urgency.
• Examples of "Want" Marketing: Brands like Cadbury Silk and Maggie use desire to appeal to indulgence and moments of connection.
• Examples of "Fear" Marketing: Categories like waterproofing and online education often play on fear of consequences to push action.
• Dual Strategies: Some brands, like Asian Paints and MakeMyTrip, leverage both want and fear for different product ranges or marketing goals.

QUOTES:

• "Creating fear is easier because it taps into basic, raw emotions. Want, on the other hand, requires a more nuanced approach to create aspiration."
• "Marketing is fundamentally about getting new users. The challenge is doing it within the ethical and legal boundaries set by society."

DON’T MISS THIS IF:

You're interested in how brands trigger emotions to influence consumer behavior.

You want to learn how to balance creating aspiration and urgency in your marketing campaigns.

Connect with Our Hosts:

Sudeep Chawla on LinkedIn

Sharavana Raghavan on LinkedIn

Follow Us:

CoBB on LinkedIn

CoBB on Instagram

CREDITS:

Album Art: Designed by ting.in

Voiceovers: Anjale Stephanos

Music: Sourced from Zapsplat.com

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As always, we’d love to hear your feedback. Please email us at mail@cobbcast.net with your thoughts or any questions for our hosts.