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Why You to Buy Things You Don’t Need

The Influence of Edward Bernays

Edward Bernays, the father of public relations and nephew of Sigmund Freud, revolutionized marketing by leveraging psychological insights to influence consumer behavior. His work transformed propaganda into the more sophisticated field of public relations.

Bernays believed that manipulating public opinion was essential for society's stability. He famously said, "The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society." This perspective guided his groundbreaking campaigns.

The "Torches of Freedom" Campaign

One of Bernays's most famous campaigns was the "Torches of Freedom" campaign in the 1920s, which rebranded cigarettes for women by linking them to feminist liberation. Bernays orchestrated a public smoking event where fashionable women lit up cigarettes, dubbing them "torches of freedom." This act positioned cigarettes as symbols of freedom and equality, dramatically increasing female smoking rates and normalizing the behavior in society.

Mass Media and Globalization

Bernays utilized emerging mass media to amplify his campaigns. By understanding the power of media, he transformed how products were marketed. His strategies laid the groundwork for modern marketing, connecting products to personal identities and emotions. Bernays's campaigns often involved generating media coverage and using celebrities to endorse products, creating a sense of legitimacy and desirability.

Modern Lessons from Bernays

  1. Sell the Dream, Not the Product: Bernays's campaigns often sold an idea or a lifestyle rather than just the product. Modern brands like Apple and Tesla continue this approach by selling aspirations and lifestyles.
  2. Make Your Audience the Hero: Bernays believed in making the audience feel empowered. Nike’s campaigns, for example, position their customers as heroes in their own stories, inspiring them to "Just Do It."
  3. Emotional Connection: Successful brands create strong emotional connections. Coca-Cola’s marketing, which focuses on happiness and togetherness, exemplifies this principle.

Testing and Refinement: The Science of Precision

Bernays was ahead of his time in applying what we now recognize as A/B testing. He systematically tested different messages to see what resonated best with audiences. This empirical approach allowed him to refine his strategies based on data, ensuring the effectiveness of his campaigns.

Clarity and Specificity

Bernays was a master at harnessing the power of precise communication in advertising. His belief in making specific, clear claims helped transform vague assertions into tangible, trustworthy advertisements. This strategic approach built trust and reliability with the audience, setting a new standard in advertising honesty.

Educational Marketing

Bernays often educated consumers about a product’s unique benefits. He believed that informed customers were more likely to appreciate the value of a product and make a purchase decision. By explaining how a product worked or why it was superior, Bernays’s campaigns did more than sell; they enlightened, adding a layer of value that emotional appeals alone could not achieve.

Modern Application of Bernays’s Strategies

Edward Bernays's principles continue to shape today’s digital marketing landscape. Companies like Google and Amazon epitomize his legacy through their rigorous use of A/B testing to optimize user experience and marketing messages. Content marketing has also evolved as a primary strategy, heavily leaning on educating consumers—a concept championed by Bernays.

The principle of first-mover advantage remains powerful today. When Dollar Shave Club launched, it used a viral video to promote its subscription razor service, transforming a commonplace idea into a unique selling proposition that captivated the market. This strategy mirrors Bernays's use of first-mover advantage, demonstrating the enduring power of his marketing principles.

Conclusion

Edward Bernays's contributions to marketing underscore the importance of innovation, precision, and emotional connection in building compelling marketing narratives. Today’s marketers can draw on his timeless wisdom to craft strategies that resonate with consumers and foster lasting loyalty.

As the founder of Lexicon, Bangkok’s #1 Digital Storytelling agency, I see the impact of Bernays's approach daily. His lessons on good copy, compelling headlines, and strategic A/B testing continue to inform best practices in modern marketing.

David Norcross is an award-winning LinkedIn and marketing expert with over 20 years of experience. He is the founder and CEO of Lexicon, an award-winning brand storytelling agency in Thailand.