“Brands change people's emotional state”

Marketing entails a journey that creates change in consumers, awakens desires and triggers emotions. This idea is defended by Seth Godin who, while delivering a lecture to a nationwide virtual audience, also emphasised the importance of the Purpose he classifies as the most current ‘P’ in the mix originally created in the 1960s

Marketing has undergone major changes in the last few years, accentuated, more recently, by the pandemic and the changes in consumer behaviour that, in many cases, are here to stay. However, the emotional commitment that strives to respond to the dream of achieving a certain goal remains, as “brands change people's emotional state and have always done so”, says Seth Godin. The author, an entrepreneur and an experienced professor of marketing, was the speaker chosen to open APAN Conversations, an initiative created by the Portuguese Association of Advertisers with the backing of Galp, which aims to spark reflection on the major changes that have occurred in recent years, and to serve as a source of inspiration for the debate on the future of business.

The topic selected – Trends in Marketing, there is only one left – led the audience to rethink the concept of marketing and its trends in a changing, competitive and information-saturated world. “Where do we go from here?” was the slogan launched by the speaker, providing a concise summary of the current role of marketeers: “They do the work that interests people who are interested”.


Marketing, says Seth Godin, “is a journey involving the creation of change for the brand and its target audience”. However, even before the pandemic, consumers have been increasingly striving to undergo consumption experiences that enable them to satisfy a need, a dream, or to acquire status, while triggering emotions and creating connections. One of the tools for achieving this goal entails telling a story. However, says Seth Godin, the story has to be true, remarkable and involve something that deserves to be talked about and highlighted. “By giving the consumer something to talk about, we're giving him something that is priceless”. As far as the marketeer is concerned, brands need to have the ability to connect with individuals in relation to topics, objects and services that matter to them. Basically, he reinforces, “they need to undertake an emotional commitment among the people served to help them get to where they want to go”.


    In the opinion of Seth Godin, a marketing strategy will be successful if it complies with a series of steps. Find out what they are.

    1. Invent something (a product or service) that deserves to be done, with an associated story and a contribution that´s worth talking about.
    2. Design and develop in a way that interests and benefits a small number of people in a particular manner, with a purpose and a reason.
    3. Tell a story consistent with the narrative created and the dreams of this small group of people (as small as possible in a viable market).
    4. Spread the word.
    5. Show you are available - regularly, consistently and generously - for years, to organise, lead and create trust in the change you are striving to achieve in order to gain permission to continue guaranteeing your commitment to teaching.