The Indicator from Planet Money

Overly Friendly Emails and other marketing pet peeves

18 snips
Mar 31, 2025
Marketing tactics can sometimes feel like brands are trying too hard to be your best friend. Experts discuss the shift towards overly casual communication and its impact on authenticity. They also tackle the double standards in advertising language, particularly concerning women's health. The conversation highlights how generational labels can often be superficial, urging for more genuine engagement in marketing strategies. Overall, it’s a fresh look at the quirks of modern advertising and how brands can do better.
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ANECDOTE

Overly Enthusiastic Email

  • Darian Woods bought plain navy chinos from J.Crew and received an overly enthusiastic email.
  • The email's tone was incongruous with J.Crew's "heritage made modern" branding.
INSIGHT

Brands as Cool Friends

  • Brand strategist Joe Burns calls this trend "your cool friend, TM".
  • Many brands adopt this relatable, slightly cooler persona.
ANECDOTE

Distinct Brand Voices

  • Old Spice used to have a quirky, distinctive voice, exemplified by the "look at your man" commercial.
  • The Economist had an austere, intellectual tone.
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