Exemplar Projects Group’s Post

Imagine this: You’re watching a movie, deeply immersed in the storyline. A character casually takes a sip of soda, and without even realizing it, you’re suddenly craving a cold drink. Hours later, you’re at a store, and your hand instinctively reaches for a familiar brand. What happened? This subtle nudge wasn’t coincidence, it’s the power of subliminal advertising at work. Subliminal advertising operates below the level of conscious awareness, placing messages that influence decisions without direct persuasion. Whether through visuals, sounds, or symbols, these cues bypass the conscious mind and connect directly with the subconscious, shaping preferences in ways we often don’t notice. For example, a brand’s use of specific colors or hidden imagery can evoke feelings of trust, excitement, or even nostalgia, creating emotional connections that linger long after the ad is gone. A 2023 study in the Journal of Consumer Research revealed that subliminal cues like flashes of logos or subtle words can improve brand recall and preference by up to 17% compared to traditional advertising. This happens because the subconscious mind processes these cues emotionally, associating brands with comfort, happiness, or status. Coca-Cola’s iconic red color, for instance, is no accident it subconsciously sparks excitement and joy, emotions tied to shared celebrations. However, subliminal advertising has not escaped ethical scrutiny. Critics argue that influencing consumers without their awareness can blur the lines of consent and choice. While direct subliminal messaging is regulated in many regions, brands often employ softer techniques like product placements in movies or background sounds in stores that remain largely acceptable and effective. When used responsibly, subliminal advertising offers a unique way to cut through the noise of traditional ads. By tapping into the subconscious, brands can create powerful associations that influence behavior without overwhelming audiences. In a world saturated with advertisements, the quiet art of subliminal messaging often speaks the loudest. #SubliminalAdvertising #ConsumerPsychology #MarketingStrategy #BrandInfluence #EmotionalEngagement #christmas

Marketing sentimentals focus on creating emotional connections between brands and consumers. Instead of just promoting a product’s features, they tap into feelings like happiness, nostalgia, or belonging. The goal is to make people feel something, which in turn helps build stronger loyalty and trust. A lot of brands do this by telling stories or using visuals that resonate on a personal level. For example, campaigns that highlight family moments, love, or challenges people have overcome often hit home emotionally. Some companies also focus on shared values, like supporting the environment or promoting diversity, to create a deeper bond with their audience. A well-known example is Coca-Cola's "Share a Coke" campaign, where bottles were personalized with names. It wasn’t just about the soda; it made people feel special and connected. Similarly, Apple often emphasizes creativity and innovation in their ads, but the real appeal is how they make customers feel empowered and part of a larger, exclusive community. In the end, marketing sentimentals are all about making brands memorable by connecting with people’s emotions, rather than just their wallets. #Marketing #Hospitality #Customer service #Leadership

Imagine you're scrolling through an Instagram feed, and a bright red ad catches your eye. Instantly, you feel a rush of excitement. Then, you scroll past a deep blue logo. You feel calm, relaxed, and even a little excited. Ever asked yourself why certain brands evoke specific feelings? It’s not magic. It’s just psychology. Red? It’s passion and energy. Blue? Trust and calm. Yellow? Optimism and creativity. Green? Health and growth. The right color can trigger emotions, spark action, and mesmerize you. It’s why Coca-Cola feels like a burst of joy. Why Facebook feels reliable Why McDonald’s makes you crave that burger. In Digital Marketing, Color is more than aesthetics. It’s a strategy that taps into your audience’s brain. So, what’s your brand’s color story? Are you speaking to the emotions that drive your customers? P.S. Which color do you think makes the strongest impact on you? #psychology #color #colorbranding #digitalmarketing #tangenttechnologies

Quantity vs Quality. As a marketeer, I think a lot about protecting consumers’ mental health. I ask myself and my Full Fat Agency | Certified BCorp team - "How will this campaign or piece of content mentally impact its consumer?" Firstly, because I have depression and consuming media is wildly impactful for me And secondly, because my life's important work is leading me to think about how we can, as a marketing community, change the downward spiral of the world's mental health. Yes, I believe we, the marketing community, have a BIG part to play in that. That drive for positive change has propelled the Cultural Resonance Index ® Thinking about audience mental health brings with it questions around quantity. Not the number of people you reach, but the quantity of content you produce…. As marketers, we know the premise of Content Overwhelm and the need to ‘cut through the noise’ (how often have you said that phrase this week…?) But have you ever considered your ‘content footprint’, as in the amount of content you've produced for a client.... I did a little experiment, I looked at the quantity of content posted on Instagram by three brands over three days, SHEIN, Nike and Ben & Jerry's. This is an extremely arbitrary experiment but it does illustrate my point - On Instagram over three days - Shein posted 16 pieces of content Ben & Jerry’s posted 5 Nike posted 1 As to be expected, the engagement rate also aligned - Shein’s engagement rate is wildly less than Ben & Jerry’s, and Nike’s is greater than both of them combined. Now I’ve finished with the maths lesson, what am I saying here… Marketers, myself included, have been obsessed with the consistency of content for so long…  ➕ Frequency of posting ➕ Quantity of posts ➕ Quantity of pieces of content But, the current content landscape is overwhelmed and saturated - we need to reframe and consider our content footprint. We need to think about the mental impact our quantitive mindset is having on the consumer and brand value. We know that brands with high cultural relevance grow significantly more than those that do not—up to six times faster—our Cultural Resonance Index ® delivers this.* So why the obsession with quantity? When the SCIENCE backs quality. Be brave and guide your clients to quality vs quantity. #cultureagency #creativeagency #commsagency #marketing *Kantar

Unlocking the Subconscious: How Great Campaigns Anchor Brands in Our Minds In the marketing and the retail world, "standing out only" begins there. What is the ultimate goal? Carve a permanent space in the subconscious mind of the customer brand that would become second nature or a conditioned reflex. Think of the iconic Coca-Cola "Share a Coke" ad campaign. Personalizing bottles with names made it not only a clever marketing stunt. It addressed the most fundamental human impulse: connection and belonging. People were drinking not only Coke but also giving moments, sparking conversations and creating memories. Here's why it succeeded: 1️⃣ Emotional Empathy: Personalization was related to the product. Customers saw themselves and their love for the brand. 2️⃣ Active Engagement: It was not passive consumption. The people wanted to get bottles with their names or the names of their friends. 3️⃣ Virality: Social media burst into full-fledged posts of people “sharing their Coke”, spreading the campaign to audiences far beyond the usual scope. The result? Coca-Cola does not merely sell more bottles; it redefines its place in everyday moments. The brand is no longer just a beverage but has become part of celebrations, friendships, and love stories. This underscores the power of positioning: when correctly positioned, your brand does not merely sell a product—it becomes a part of your audience's identity. ???? 💡Key Takeaway for Marketers: Successful campaigns tap into universal emotions and create experiences that resonate deeply with customers. When your brand becomes a feeling rather than just a product, you’ve mastered the art of subconscious positioning. What's your favorite campaign that's left an indelible mark on your mind? Share below! ⬇️ #ShareaCoke #cocacola #MarketingStrategy #BrandPositioning #MarketingTips #MarketingInspiration

My take on the Gary Barlow’s son trend: if it involves making a person the punchline, or is laughing at physical appearance, #comms needs to take a second thought about how or if they should get involved. I don’t think I’m being a partypooper here. I love when brands have fun and jump on trends (see back issues of the Big Yellow Newsletter for a library of me loving that). In #comms, we have the power to bring joy, spark creativity, and entertain audiences - but without taking aim at someone’s appearance or quirks. It’s one thing for comedians to navigate that line, but when brands do it, there’s a risk of it feeling mean-spirited, even if unintended. Having fun with your brand is great. Getting carried away from your brand values is not. Forgivable - but not ideal. I know, humour is subjective! For instance, as a giant woman, I can laugh at height jokes, but I’ve got a thick skin. Tall people like Richard Osman, have spoken about how constant jokes about their physical traits can get tiresome, even hurtful. And if the joke is on Gary for being short, same thing. That’s not particularly on brand for most of us either. I get the brands like the Ryanairs and the Paddy Powers will get good value from it, because being edgy it’s part of their strategy - but most of us in comms don’t have controversy in our strategies, so it’s just a bit off. Our creativity gives us endless ways to be funny and relevant without crossing a line. What do you think? And do you think I’m over sensitive?

What is emotional marketing, and why is it so effective? Emotional marketing is a strategy that focuses on tapping into the emotions of consumers to create connections with a brand. Instead of solely highlighting product features or benefits, emotional marketing aims to evoke specific feelings or reactions in customers, such as joy, nostalgia, or empathy. As the old saying goes, “people buy emotionally, then justify logically.” Humans are emotional beings! When encouraged to feel a certain way about a brand, product, or service, a lasting impression is created that raises a business' brand awareness, audience connection, and directs consumer behaviour towards making a purchase. These can be extremely effective, resulting in strong brand identities and more sales. John Lewis' annual Christmas adverts, Apple's "Think Different" campaign, Always’ Like a Girl campaign - can you think of any others? #foxgraphics #followthefox #emotionalmarketing #marketingstrategy #leanintoemotion #marketing #marketingcampaigns

In a world filled with seemingly endless scrolling and digital stress, how can we as marketers strive to bring joy to our audiences? One thing is clear: this is a mission worth embracing. https://bit.ly/4bZDZKr

You know all those target audiences of yours? People really, but, you know. The ones you're trying to get to buy what you're selling. If you want them to think 'yes, that's right, that's what I'm looking for', you need to give them a reason to choose you over the competition. To do that, you need to have a point of view. Your own distinct point of view that tells them what you think, what you believe, what makes you, you. Not the same safe, copycat message as your competitors or the rest of the market. Safe means bland. Safe means familiar territory already trodden. Having a point of view helps you stand out. It helps you be memorable. It also means some people might not like it, and might not like you. But that's OK. That's a good thing. Why? Have a read of this. https://lnkd.in/eSBipErd #brand #brandvoice #brandmessaging #brandbuilding #brandawareness #brandmarketing #brandcommunication #brandconsultant