Sugarman Trigger #10 - Nature of Product

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.