Young & Laramore

Full-service ad agency. Residents of School No. 9. Still trying to tell our parents what we do.

[Young & Laramore @yandl]

We’re still thinking about everything we learned from the Unreasonable conference. Check out some highlights from the event. #Unreasonable2022

[Young & Laramore @yandl]

Thanks for joining us today at Unreasonable! Hopefully you found some insights that you can bring with you to your brand. #unreasonable2022

[Young & Laramore @yandl]

3. What is the feeling people are seeking that reinforces an identity? 4. How are you observing the behaviors and context of your audience? (2 of 2) #unreasonable2022

[Young & Laramore @yandl]

Some things to leave with from Unreasonable. 1. How does your brand help consumers feel in control? 2. How does your brand help them feel safe? (1 of 2) #unreasonable2022

[Young & Laramore @yandl]

And for marketers, don’t share creative work or prototypes around the office. Because coworkers react as just that - coworkers and not as your true audience. They’ll think rationally, which is not how people behave. #unreasonable2022 @TomDenari

[Young & Laramore @yandl]

Knowing people act based on their subconscious, how do marketers study their audience? The answer: study their behavior. Their non-verbal language. Put them in a situation to react to. This will reveal that unconscious motivation. The unspoken truth. #unreasonable2022 @TomDenari

[Young & Laramore @yandl]

Unreasonable is here to challenge conventional wisdom. Research shows that brands shouldn’t always be the hero. How we don’t see realities as hard facts, but in an illusion. How people purposefully choose suffering. How our unconscious drives behavior. #unreasonable2022

[Young & Laramore @yandl]

A: acknowledging both sides to it - that recognizing the hard but also the good can come from it #unreasonable2022 @paulbloomatyale

[Young & Laramore @yandl]

Q: Suffering feels counter to what marketers are trying to achieve. How should we think about suffering in marketing?

[Young & Laramore @yandl]

Motivation, like suffering, is complicated. And it may not be one extreme or another. There could be a mix of pain/pleasure, meaningful/difficultly, happy/being a taker rather than a giver, which may not be logical, but is true for people. #unreasonable2022

[Young & Laramore @yandl]

@paulbloomatyale points to having kids - how fun is it to have kids? Is there a little bit of suffering there? If you laughed, the answer is yes #unreasonable2022

[Young & Laramore @yandl]

@paulbloomatyale suffering can happen in many positive endeavors, like practice or watching movies. If it’s in a situation where negative emotions can be experienced without risks, it could be enjoyable or desirable. #unreasonable2022

[Young & Laramore @yandl]

@paulbloomatyale says that suffering can achieve social goals - can show toughness, bring people together, bring people to a sense of escapism. #unreasonable2022

[Young & Laramore @yandl]

Up next: Dr. Paul Bloom with
“The Pleasures of Suffering: Why we enjoy aversive, troubling, and difficult situations” #unreasonable2022

[Young & Laramore @yandl]

A: Dr. Dagogo-Jack, limited editions may be a framing that can help motivate knowing that scarcity can be a way to drive adoption. @keishacutright1 thinks that a limited edition could backfire if it feels pushy or arbitrary. #unreasonable2022 #NewProduct

[Young & Laramore @yandl]

Q: how does control affect limited edition innovations? #unreasonable2022

[Young & Laramore @yandl]

A: @keishacutright1 and Dr. Dagogo-Jack both agree- for those in high control, there aren’t really strong effects. They don’t have as many needs to cater to as those who may be in low control. #unreasonable2022 #NewProduct #Marketing #insights

[Young & Laramore @yandl]

Q: is the inverse true for those who feel high in control? #unreasonable2022

[Young & Laramore @yandl]

A: @keishacutright1 and Dr. Dagogo-Jack — it is still good, and it’s in part of the framing or positioning. Understand what they are comfortable with and how the innovation relates to that. #unreasonable2022

[Young & Laramore @yandl]

Q: what’s your take on innovation - is it still good?