How To Influence & Sell To Anyone Using Imagination

What you'll see in this episode is how Joanna (Jo) Wiebe - a creator with over 20 years in the creative field - explains that the brain doesn’t adopt entirely new ideas, but new versions of ideas it already holds.

She shows how Marlboro used this to sell cigarettes in the 1960s as advertising regulations tightened and health concerns grew. Instead of pitching cigarettes directly, Marlboro aimed to trigger emotion before the rules caught up by borrowing an existing cultural character: the American cowboy. She breaks down how the cowboy myth - rugged, self-reliant, stoic, and defined by the open frontier and resistance to control - was already embedded in millions of minds, and how Marlboro simply attached its brand to that mythology with imagery of a man on a horse under a wide open sky.

You can do the same for your own brand. Find the idea in your prospect's head, and attach your brand to it.

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