Build A Better Agency Podcast

As marketers we understand the power and influence of a brand. We know that every buying decision we make is based on emotion. This helps explain why some brands garner a cult-like fan base. They understand the power of their emotional triggers. As agencies, we should be brilliant at discerning and leveraging a brand’s specific emotional triggers. But sometimes it’s difficult to help a client see the value in what can appear a bit ethereal. But what if there was a tool to help you validate what you know about your clients’ (or your) brand? Today’s guest has turned the science of emotion into a tangible tool. Brian Gregory comes from a long publishing and advertising background. He has studied the core emotional triggers that lead to a specific brand’s buying decisions and is using this insight to help agencies and their clients build a better business and ROI. In this episode of Build a Better Agency, Brian and I discuss the principles of emotion-based buying, including examples of how it has been used succe