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

<p>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.<br />Phil and Kate explore:<br /></p><ul><li>Why rational versus irrational is often the wrong distinction<br /></li><li>How brands become a collection of promises and experiences<br /></li><li>Why research and analysis are not the same as strategy<br /></li><li>How creativity helps products get noticed, understood and remembered<br /></li><li>The emotions that can influence even practical garden purchases<br /></li><li>Why brands need to persuade both the retail buyer and the shopper<br /></li><li>Whether emotional marketing is persuasive or manipulative<br /></li><li>Why explaining a product is rarely enough to make people want it<br /></li></ul><p><br />It 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.<br />Read Phil’s full article, How people choose: emotion, reason and the power of creative marketing: <a href="https://wrightobara.com/blog/how-people-choose-emotion-reason-and-the-power-of-creative-marketing/" target="_blank" rel="ugc noopener noreferrer">https://wrightobara.com/blog/how-people-choose-emotion-reason-and-the-power-of-creative-marketing/</a></p><p><br />Find out more about WrightObara: <a href="http://www.wrightobara.com/" target="_blank" rel="ugc noopener noreferrer">www.wrightobara.com</a></p>