Macho brands don’t coddle their customers. Macho brands taunt their fans, challenging them to be worthy of the brand ideals.

In this three-minute video, emotional marketing expert Graeme Newell reveals the marketing plan strategy behind some of the world’s brawniest brands. See how these testosterone-soaked brands win loyalty by challenging customers to step up to new levels of mental and physical toughness.

Graeme Newell is a customer loyalty researcher who shows media companies how to get viewers watching longer, and more often. Newell’s company, 602 Communications, has consulted broadcast groups, and global media companies such as CNN, Sony, Time-Warner, News Corp, and Disney.

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