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 distinction
  
• How brands become a collection of promises and experiences
  
• Why research and analysis are not the same as strategy
  
• How creativity helps products get noticed, understood and remembered
  
• The emotions that can influence even practical garden purchases
  
• Why brands need to persuade both the retail buyer and the shopper
  
• Whether emotional marketing is persuasive or manipulative
  
• Why explaining a product is rarely enough to make people want it
  

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.
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