Use the fact nobody knows who you are to your advantage

Summary

In this video, Josharon discusses the profound psychological impact of advertising and how brands use familiarity to influence consumer behavior. He explains how advertising doesn't directly sell a product but subtly implants brand recognition in your mind, making you more likely to choose familiar products. Josharon contrasts this with the strategies used by indie filmmakers, particularly in the horror genre, and explores how negative impressions can sometimes boost a brand's visibility. He emphasizes the importance of building rapport with audiences, whether through positive or even controversial means, to ensure product recognition and success.

Takeaways

• 😀 Advertising aims to implant a brand or product subconsciously in the consumer’s mind rather than explicitly pushing them to buy it.
• 😀 Brand familiarity through advertising helps create a sense of comfort and acceptance with the brand, influencing future purchasing decisions.
• 😀 For creators or small businesses, advertising needs to go beyond just being visible; it must build rapport and connect on a deeper level with the audience.
• 😀 Advertising works best when it creates a memorable impression, even if the specific content of the advertisement is not remembered.
• 😀 People tend to avoid ads, but the subconscious imprint of brands stays with them, influencing their behavior without active recall.
• 😀 Word of mouth, whether positive or negative, plays a powerful role in advertising by spreading familiarity and encouraging engagement with products or brands.
• 😀 Different industries require different advertising tactics: for instance, movies rely on familiar actors or directors to build trust, while horror movies often have a built-in fan base due to genre loyalty.
• 😀 Negative impressions, like annoyance with an advert, can be just as effective in advertising as positive impressions, since they trigger discussions and word of mouth.
• 😀 Companies invest heavily in creating strong brand recognition through repetitive and loud advertising (e.g., Teemu) to make their brand familiar to consumers.
• 😀 The YouTube algorithm and other social media platforms often amplify content that annoys viewers, which fuels engagement and, inadvertently, further advertisement exposure.
• 😀 The success of marketing campaigns often depends on how well the brand can keep its name in the consumer's mind, whether positively or negatively, especially for established companies like Coca-Cola.

Q & A

What is the main objective of advertising according to the speaker?

The main objective of advertising is not to directly convince consumers to buy a product, but to subconsciously implant the brand in their minds. This helps consumers recognize the brand later and make a purchase based on familiarity.

Why does the speaker believe that advertising works through familiarity?

Advertising works through familiarity because repeated exposure to a brand or product makes it more likely for consumers to choose it when they encounter it in stores. This familiarity builds trust and recognition over time.

How does advertising differ for established brands compared to smaller creators or businesses?

For established brands, the focus is mainly on reinforcing familiarity and maintaining a presence in the consumer's mind. For smaller creators or businesses, the approach needs to be more engaging and personal, as they must build rapport and trust from the ground up.

What is the concept of 'rapport' in the context of advertising?

'Rapport' in advertising refers to building a relationship between the brand and the consumer. For a brand or creator to succeed, they need to establish trust and a connection, which encourages consumers to choose their product or service over others.

How do negative impressions of an advertisement contribute to its effectiveness?

Negative impressions can spread through word-of-mouth, which boosts the visibility of the product or brand. People who dislike an ad are likely to talk about it, sharing their frustration with others, which indirectly promotes the product.

What role does word-of-mouth play in advertising success?

Word-of-mouth plays a crucial role in advertising success by amplifying a brand's exposure. Whether the reaction to a product or ad is positive or negative, people talk about it, which leads to greater awareness and potentially more engagement.

How does the speaker describe the impact of algorithms on advertising?

The speaker explains that algorithms on platforms like YouTube and Facebook reinforce exposure to content, based on users' previous interactions. Whether the engagement is negative or positive, the algorithm keeps showing similar content, which can inadvertently increase a product's visibility.

Why are horror movies a good example of successful advertising for unknown creators?

Horror movies are a good example because they have a built-in audience. Fans of the genre are likely to watch films, even if they come from lesser-known creators. The cult following in horror films creates natural word-of-mouth promotion, making advertising more effective for these kinds of films.

How does the speaker compare advertising strategies for a drama movie versus a horror movie?

The speaker compares a drama movie to a horror movie by highlighting the vagueness of the 'drama' genre. Unlike horror, which has a dedicated fan base, drama can mean anything, making it harder to target specific audiences. Horror, by contrast, has built-in audience interest, making advertising more straightforward.

What example does the speaker use to demonstrate how negative advertising can work in favor of a brand?

The speaker uses the example of the 'Cadbury Gorilla' ad. Although the speaker personally disliked the ad, by discussing it and sharing the negative impression, they unknowingly contributed to the ad's success by spreading awareness and prompting others to talk about it.