For years, we’ve been told that marketing is about emotional manipulation. That ads tap into desire, nostalgia, or fear, quietly reprogramming us like Pavlov’s dogs.
That model is seductive. But it doesn’t hold water.
If marketing really worked by emotional inception, every clickbait popup would be gold, and every whisper of a brand would be a sale. But it isn’t and they aren’t.
Instead, the campaigns that work do something very different. They broadcast meaning, not mood. They help people say something about who they are. They do it in plain view of others.
Marketing works best when it allows people to signal identity. Think of a client choosing a yacht, a watch, or a coat. These aren’t just purchases. They’re statements.
And a statement only works if it’s understood. That means the marketing that built the brand must be:
Public
Culturally legible
And widely seen to be seen
It’s not about inception. It’s about imprinting shared meaning and helping the client say: “This is who I am.”
Frequently Asked Questions
Q: Are you saying emotion plays no role?
Emotion still matters, yet not in the way people think. It’s not about private triggers; it’s about public interpretation. Emotion gives tone to the message, but the meaning must still be shared.
Q: Why does audience visibility matter so much?
Because if a product is used to signal something (status, taste, boldness, discretion), it only works if everyone involved knows the signal. That requires common knowledge, not just exposure.
Q: Does this apply to B2B or just luxury markets?
It applies anywhere social proof or peer perception matters; which is most of business. What your brand means in public spaces shapes what clients assume in private conversations.
Q: What about products no one sees (like insurance or plumbing)?
Good point. For those, we fall back on trust, clarity, and functional benefits — not identity signalling. But those are different marketing games entirely.
👉 Explore how real marketing creates meaning, not manipulation
Click here to read: Rethinking Advertising Influence: From Emotional Inception to Social Connotation
It includes examples from psychology, economics — and yes, the yachting world — to show why signalling beats seduction, and why the best campaigns build trust by being visible, credible, and culturally clear.
The FAQs above are covered in greater depth.
Stephen Bray helps those at the top recognise when their timing, rather than their talent, needs recalibrating. Find out more about him here.
© 2025 Stephen Bray. Patterns in life and business, simply told.