5 Best marketing taps into psychology.

1. New Balance Idea – Contrast creates interest.

There aren’t two groups more different than supermodels in London and dads in Ohio.

As Ogilvy says, "The best ideas come as jokes."

2. Gold’s Gym Idea - People don’t buy products, they buy better versions of themselves. Gold’s doesn’t sell the gym. It sells the body you can build at the gym.

3. Air Jordan Idea

Lean into controversy In 1985, the NBA banned Jordans.

But Michael J. kept playing in them and Nike paid the fines.

People LOVE controversy. Air Jordan made $162M that year… its first year in existence.

4. Porsche Idea – The Pratfall Effect:

People who admit small flaws are more relatable.

Same for brands.

Add the touch of humor and you’ve got a winner.

5. McDonald’s

Idea – Be the painkiller, not the vitamin.

Painkillers are "need to have."

But vitamins are "nice to have."

One solves a need, the other improves an existing solution.

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