When it comes to emotional branding and emotional marketing, some of the best promo videos are done using negative marketing, negative advertising, and negative branding. Advertising can be a lot like high school. The cool kids make fun of the nerds, just to make themselves feel superior.

In this three-minute video, emotional marketing expert Graeme Newell shows how Madison Avenue skillfully weaves in just a hint of contempt to bolster our egos.

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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