Welcome to the latest issue of Cuppa, a quick-fire newsletter for internet-first brand builders. Filled with analysis on the art, science and culture of building breakout brands in a digital age, it's quick enough to read over a cuppa. (Or something stronger, if you need it. No judgement). To get it direct to your inbox every other Monday, subscribe here.
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KFC' celebrates their community in fan-focused campaign
To celebrate the return of indoor dining, KFC launched a campaign that celebrated their most engaged fans (including the diners that called 999 when KFC ran out of chicken.) It's sharp, funny, and even the title ‘your chicken could never' speaks to the cooking fatigue we all experienced in the height of lockdown.
Sweetgreens partnership with Naomi Osaka is great timing
Naomi Osaka recently withdrew from the French Open, citing the damaging impact that press conferences have on her mental health. An honourable move. And one that casts a great light on Sweetgreens, a challenger health food chain, that just closed a multi-year partnership with her.
Come Thru, a series commissioned by Nike
The content x commerce playbook continues to gain momentum. A new series by Nike, called Come Thru, explores the experiences of black women in business. It's nothing to do with sports, but everything to do with what a decent chunk of their target customers will find entertaining, engaging, and enriching.
Fellow brand builders, it's time to get into our feelings.
Shope here. VP Marketing at Charlie Oscar. Let's talk feelings.
Decisions are more emotional than they are rational.
This isn't a matter of opinion, but rather scientific fact. Neuroscientist Antonio Damasio studied people with damage in the emotion-generating part of their brains, and made the groundbreaking discovery that these people were unable to make simple decisions as a result. Emotions drive action, not reason.
Let's think about this in terms of our purchases. Think about the last non-utility purchase that you made. Mine was a class at Barry's Bootcamp.
Now think - what made you pull the trigger?
For me, there was some logic involved.
Reason 1: It's a great, energising workout.
Reason 2: My lower body needed some conditioning after a sedentary, boozy weekend.
Reason 3: It's much closer to my office than my normal gym.
But really emotion got me over the edge. Pounding it out on a treadmill with dark, moody lighting and big beats makes me feel strong, powerful, and like I can achieve anything. That's what made me pay the price of my monthly gym memberhip on x1 45-minute class.
And that's what Barry's - and every other modern brand - should be selling me. How I'm going to feel as a result of using their product.
Yet so many brands are still focusing on logical, pain-point driven messaging. Pain points are great for investment decks and B2B pricing pages. They're not so great for…most DTC marketing touchpoints.
A best-in-class example. Glossier released a new product a couple of weeks ago - Ultralip - and described it as “the (cashmere) sweatpants of lipstick.” They say “it feels luxe, plush, and so comfortable (like pulling on a buttery-soft, well-loved cashmere sweater)—and immediately cocoons lips in smoothing shine and color.”
I'm not sure who wouldn't want to feel like their lips were wearing cashmere sweatpants. (I bought two.) Go forth and review some of your marketing materials. Are you selling a rational solution? Or an emotional state?
