The Agents of Change Digital Marketing Podcast Why Playing the Villain in Marketing Actually Works with Brian Massey
8 snips
Jun 18, 2025 Brian Massey, founder of Conversion Sciences and author of 'Your Customer Creation Equation', challenges traditional marketing norms by advocating for the embrace of the villain archetype. He argues that portraying your brand as a purposeful antagonist can effectively engage customers and drive meaning. Through intriguing anecdotes, he explores how brands can redefine heroism, navigate ethical marketing, and even leverage manipulation positively to disrupt the market and attract ideal customers.
AI Snips
Chapters
Books
Transcript
Episode notes
Ninja Smoker Infomercial Impact
- Rich Brooks shares how repeated exposure to a seemingly gimmicky Ninja Smoker infomercial convinced him to buy the product.
- He now loves using it for various smoked dishes, illustrating marketing's power to change perceptions.
Villains as Change Agents
- Villains in stories act as agents of change who see something wrong and choose to fix it.
- Brands acting as villains can purposefully challenge norms to push their solutions and change the world.
Ferris Bueller as Villain
- Brian Massey explains Ferris Bueller is the villain because his manipulative actions provoke Cameron's heroic journey.
- Cameron faces trials, a symbolic death and rebirth, making him the true hero of the story.
