Fear, hope and love: the three marketing levers

Seth Godin discusses Fear, hope and love: the three marketing levers.

He concludes:

I don't think love is often a one way street, either. Brands that are loved usually start the process by loving their customers in advance.

The easiest way to build a brand is to sell fear. The best way, though, may be to deliver on hope while aiming for love...

One of the problems for Communists is that Anti-Communism has been built on fear: fear of the gulags; fear of property confiscation; fear of being subject to the collective. And this campaign of fear is still remarkably effective.