Sometimes the best way to bond with customers is to appeal to their dark side. In this three-minute video, emotional marketing expert Graeme Newell shows how some of the world’s most successful brands build customer loyalty using negative marketing and the payback fantasy.

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

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