Huggies Little Snugglers are designed with a blowout blocker designed to provide up to 100% blowout protection—and to prove it, the trusted disposable diapers brand hosted Expensive $h*t, a one-hour event streamed across TikTok Live, Instagram Live, and YouTube Live. Babies wearing Huggies Little Snugglers were filmed as they crawled, wiggled and played while sitting on priceless designer items, collectibles, and antiques, highlighting that the only thing between the babies and the valuables was the diaper.

Because here’s what most marketers miss: triggering emotion isn’t the same as encoding emotion. You can make people feel something in the moment and leave zero trace in memory. You can stimulate without imprinting. You can shock, confuse, or provoke and still be completely forgettable. Real emotional coding doesn’t just activate feelings. It attaches those feelings to fundamental human drives. The deep psychological forces that shape how we see ourselves and move through the world.

Furthermore, Gen Z is rejecting traditional advertising which paints a picture of a happier, more beautiful, successful life. For them, it’s about identity. If your content doesn’t make Gen Z say “That’s so me,” then it’s not worth their time.

When people feel positive, they are positive about advertising, so brands should be targeting – or, better yet, creating – moments of happiness and relaxation.

Communification - only focusing on marketing communications (promotion) - 8% of marketing

But she did explain how researching and designing for the majority or “average user” actually end up ignoring, othering, and harming the people our designs are meant to serve. Indi shared how she finds patterns in people’s behaviors, thoughts, and needs—and how she uses that data to create thinking styles that inform more inclusive design decisions. Indi talked about… Why researchers should look for patterns, not anecdotes, to understand real user needs. What are thinking styles and how to uncover and use them. Why your “average” user often doesn’t exist in the real world, and how we can do better.

These four powers—attention, emotion, cognition, and memory—can make or break your brand. But how can you harness them effectively? T

“One of the greatest gifts strategists can give themselves is the humility to appreciate that tactical ideas are neither their strength nor their responsibility. Setting up goals and scoring them are two very different things. To do one well you usually need to ignore the other. ...Strategy is not lesser than creativity, because it pre-empts and prepares it for victory. A brand must travel through the confusing forests of targeting, positioning and objectives before it can set up camp on the fertile field of creativity.“

We have identified 30 “elements of value”—fundamental attributes in their most essential and discrete forms. These elements fall into four categories: functional, emotional, life changing, and social impact. Some elements are more inwardly focused, primarily addressing consumers’ personal needs.

1) This 7-touch concept is woefully outdated; and 2) Due to internet technology, the number of potential touches in today’s market has grown considerably since this 7-touch theory was formulated.

The key in all this is crossing the chasm—performing the acts that allow the first shoots of that mainstream market to emerge. This is a do-or-die proposition for high-tech enterprises; hence it is logical that they be the crucible in which “chasm theory” is formed. But the principles can be generalized to other forms of marketing, so for the general reader who can bear with all the high-tech examples in this book, useful lessons may be learned.

We tested how reframing the name of the vegetarian food category shapes food choices. • Environmental, social, and neutral (vs. vegetarian) frames boosted vegetarian choice. • No consistent differences emerged among the three non-vegetarian frames. • We investigated the underlying psychological mechanisms behind the main effects.

done properly, facts provoke emotion better than emotion provokes emotion. Because facts are believable, whereas a display of emotion feels like manipulation. And the first emotion we want to provoke is believability.

Infomercials!

To explore advertising and marketing’s capacity for empathy, we’ve turned to cutting edge moral psychology. In this white paper we are asking people working in the advertising and marketing industry to consider the deepest questions about their identity, ethics and morals.

If marketers were all playing a fantasy nerd version of rock-paper-scissors, then “heart” would almost always beat “head.”

Consider three levels: literal, liberal & lateral. Example: social proof... Literal: share the percentage of people who follow the norm in general Liberal: tailor the claims to what “people like them“ do Lateral: suggest popularity rather than stating it