How Elon Musk got millions of $ in free advertising
and how a grocer in Stockholm got more people to buy organic bananas
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The Streisand Effect and how Elon Musk used it to gain Millions in free advertising.
The Streisand effect derives its name from an incident involving singer and actor Barbara Streisand. In 2003, she sued 2 photographers for $50 million lawsuit. Her house was photographed to document coastal erosion but she didn't want anyone to see the house. Their images were circulated a lot more widely as a result of the legal proceedings and publicity.
In 2014, Tesla and its CEO Elon Musk were facing potential legal action from Ford that threatened to disrupt the launch of the Model 3 electric vehicle.
However, Musk leveraged the situation to amplify brand awareness for Tesla in a massive marketing coup. Musk's strategy capitalized on the Streisand effect where attempting to suppress information instead fuels further publicity and discussion.
Musk had already introduced the successful Model S sedan and the Model X SUV was in development. For Tesla's third vehicle, he proposed naming it Model E, forming the lineup S-E-X. But, Ford held a trademark on the ‘Model E’ name…….Read the full post
The power of Framing
A grocer in Stockholm wanted more people to buy organic bananas. But instead of highlighting all the advantages of choosing organic, the grocer did the opposite. In the store he indicated ‘Organic bananas’ and ‘Bananas sprayed with pesticides’, respectively. It turned out to be so effective that he soon did not have to sell anything else than organic.
A Century ago, Americans had no tooth-brushing habit. One marketer changed everything with the power of Framing.
Picture grubby teeth and foul breath - that was the dental norm 100 years ago. Americans simply didn't brush. A parade of tooth powders and mouthwashes couldn't get Americans into oral hygiene. The toothpaste market was a losing game.
Enter the marketer Claude Hopkins - a bold marketer and innovator tasked with selling a new toothpaste that nobody wanted. The odds seemed hopeless.
Claude discovered a breakthrough insight that would forever change dental care routines. The culprit behind deteriorating teeth: plaque.
With this knowledge, Claude repositioned toothpaste not as a health product, but as the path to a beautiful smile. His message?