Sugarman Trigger #10 - Nature of Product
Updated on
Every product has a personality. Your job is to show it off in a way that feels natural. Joe Sugarman called this the “Nature of the Product.”
Marketing analysis
Look at the toy ad. It screams energy: bold colors, kids laughing, movement everywhere. Then the blood pressure monitor? Cool blues, calm seniors, steady reliability. Two totally different vibes, both spot-on for their audiences.
Why it works
- Aligns emotion with product use
- Uses color psychology (red = action, blue = trust)
- Matches tone to audience age and mindset
- Reinforces buying motives: fun vs. safety
Examples
- Red Bull ads = fast edits, thrill, adrenaline
- Rolex = calm, prestige, slow-motion detail
- LEGO = creativity and joy in motion
- Peloton = energetic, confident, aspirational scenes
Match the feel to the function, and your marketing instantly clicks.
Analyzed by Swipebot
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