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By Aimee Pagano
Joe Chernov, VP of Marketing at InsightSquared tells us (through the adjacent quote) to make the customers feel smart. And it makes perfect sense.
Freud’s psychoanalytic theory of personality tells us that the human psyche is structured into three parts—id, ego, and superego. How we think, feel, and behave are all a by-product of these three forces working together.
Since our everyday lives are impacted by the inner-workings of this complicated ensemble, it only makes sense that really great marketing and advertising taps into this powerful trio. Appealing to customers’ egos and ultimately making them feel good about themselves continues as a solid marketing strategy.
So let’s take a look at some examples of how companies succeeded by listening to Joe and Freud:
#1—Nike: Unlimited You
Inspiring and appealing to ego has forever been Nike’s domain. This over-the-top motivational video encourages audiences to break through their individual limitations to achieve greatness.
#2—Adidas: Sport Needs Creators
Not to be outdone by its industry-leading counterpart, Adidas pushes even harder with this high energy video built to praise, uplift, and challenge audiences to use their uniqueness and creativity to excel.
#3—Dove’s Real Beauty Sketches: You’re More Beautiful than You Think
This touching video shows women just how they see themselves compared to the way others perceive them. Obviously, the lens of others is more favorable and reassuring.
#4—Axe: Find Your Magic
Axe tells men to focus on their strengths and ignore their limitations.
#5—Air BNB: We Accept
Riding the current of the political climate, Air BNB opens their arms to all audiences in this all-inclusive video.
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