How People Choose: Emotion, Strategy and Creative Marketing with Phil Wright

This week, the tables are turned as Kate interviews The Underground co-host Phil Wright, co-founder of creative marketing agency WrightObara.Phil recently wrote an in-depth article exploring how people choose one product over another. In this conversation, he explains why those decisions are rarely driven by facts, features and price alone — and why good creative marketing needs to do more than simply explain what a product does.The discussion begins with Phil’s slightly irrational desire for an iPod Nano and develops into a wider conversation about emotion, gut feeling, brand perception, strategy and creativity.Phil and Kate explore:Why rational versus irrational is often the wrong distinctionHow brands become a collection of promises and experiencesWhy research and analysis are not the same as strategyHow creativity helps products get noticed, understood and rememberedThe emotions that can influence even practical garden purchasesWhy brands need to persuade both the retail buyer and the shopperWhether emotional marketing is persuasive or manipulativeWhy explaining a product is rarely enough to make people want itIt is also a chance to learn a little more about Phil, the thinking behind WrightObara and why understanding how people choose has become central to the agency’s work.Read Phil’s full article, How people choose: emotion, reason and the power of creative marketing: https://wrightobara.com/blog/how-people-choose-emotion-reason-and-the-power-of-creative-marketing/Find out more about WrightObara: www.wrightobara.com