When you think about your favorite brands—Graza, Liquid Death, Apple, Nike—what do they really sell? Sure, there’s a product at the heart of it all, but what they’re really selling is something far more powerful: an experience. A feeling. Confidence. Rebellion. Belonging.
It’s easy to overlook, but this shift in marketing has completely changed how we view consumer goods and, more importantly, how we make purchasing decisions. Let’s break down what’s really going on here—and how it’s influenced my own approach to creating content on YouTube.
The Shift from Products to Feelings
If you think about how we used to buy things—say, 20 years ago—it was a pretty straightforward process. You needed something, you bought it, and that was that. You grabbed whatever olive oil was on the shelf, without much thought about its story, its design, or its deeper meaning. Fast forward to today, and things are very different. We’re now on waitlists for olive oil drops like they’re limited-edition sneakers.
What happened? Well, marketers realized something powerful: People don’t just buy products—they buy better versions of themselves. The modern consumer wants something more than a product; they want to feel something when they interact with a brand. And brands are cashing in on this emotional connection.
The Psychology Behind Emotional Marketing
In the early 1900s, marketing was simple. Companies told you about their product, its features, and why it was better than the competition. But by the 1920s, advertisers like Edward Bernays tapped into something profound: if you want to sell something, connect it to people’s unconscious desires and emotions.
Bernays, for example, turned cigarettes into symbols of women’s liberation by orchestrating a famous “torches of freedom” parade. Fast forward to today, and we’re seeing brands like Graza and Liquid Death take this emotional marketing to the next level.
Graza: Reimagining Olive Oil
Take Graza, for instance. It’s olive oil, yes, but it’s so much more than that. This isn’t your grandmother’s olive oil—it’s bold, modern, and, dare I say, rebellious. The design of the bottle screams “I’m here to be used, not saved for special occasions.” The bold, bright green color and casual, approachable social media content position Graza as the olive oil for people who love good food but aren’t pretentious about it.
And the results speak for themselves. Their first batch sold out in hours, creating almost a cult-like following. Graza is selling a feeling of confidence in the kitchen, of being a cool, effortless home cook who knows their stuff but doesn’t take themselves too seriously.
Liquid Death: Making Water Punk Rock
Then, there’s Liquid Death. At its core, it’s water—but with a twist. Packaged in a tall-boy can and marketed as if it’s a rebellious, punk rock drink, Liquid Death turned hydration into an act of rebellion. The name alone, “Liquid Death,” challenges the status quo. The tagline? Murder your thirst. Their social media campaigns are equally bold: think sponsoring death metal concerts and releasing horror movie trailers about killer water.
What makes Liquid Death genius isn’t just the edgy rebranding of a simple product—it’s understanding that there’s a large group of people alienated by traditional water brands with their pristine mountain springs and wellness messaging. Liquid Death made drinking water feel like an anti-establishment act, and that emotional connection created a massive, dedicated community.
The Emotional Brain and Consumer Decisions
Here’s where it gets really interesting: studies show that we make purchasing decisions based on our emotional brain first, and then justify those decisions with our rational brain. Dr. Antonio Damasio, a neuroscientist, studied people who had damage to the part of the brain responsible for emotions. He found that they couldn’t make decisions, even when they had all the facts about a product. This proves that emotions are at the heart of what drives us to purchase—and modern brands, like Graza and Liquid Death, are tapping into this in a big way.
Social Media and Emotional Marketing
Both Graza and Liquid Death have mastered the art of using social media to amplify their emotional marketing. Graza’s Instagram isn’t filled with technical details about their olive oil. Instead, it’s filled with casually cool content of people cooking simple, relatable meals with the product. It’s aspirational yet achievable—people see it, and think, I could do that.
Liquid Death, on the other hand, leans into meme culture and entertainment. Their content is designed to be shared—not because it’s an ad, but because it’s funny, entertaining, and speaks to their audience’s sense of humor and identity. They’ve blurred the line between marketing and entertainment, creating content that people want to share, not because it’s selling something, but because it’s part of their lifestyle.
Building Communities, Not Just Customer Bases
Both Graza and Liquid Death have done something incredibly powerful: they’ve built communities around their brands. When you buy Graza, you’re not just getting olive oil—you’re joining a tribe of home cooks who are confident but not pretentious. When you drink Liquid Death, you’re part of a punk rock movement that’s redefining what it means to hydrate.
And here’s where this ties into my own journey as a content creator. Like these brands, I’m not just about sharing YouTube strategies; I’m about building a community of creators. The more I think about my YouTube content, the more I realize that I’m selling a feeling, not just facts. I’m creating a space where creators can feel inspired, motivated, and like they belong to something bigger than just their channel.
Just like Graza and Liquid Death stand out because of their unique approaches to products, I want my videos to stand out. I’m not just sharing tips on thumbnails or video ideas—I’m creating an atmosphere where creators feel excited to grow their channels and be part of a community.
If Graza’s olive oil feels like part of a kitchen aesthetic and Liquid Death turns hydration into an act of rebellion, I want my content to feel like an invitation to break free from the noise of generic advice and create content that resonates deeply with who you are as a creator.
The Future of Emotional Marketing—and My YouTube Journey
As emotional marketing continues to evolve, it’s all about the personal connection. And when I think about the future of my YouTube content, it’s clear that building emotional connections will be key. Like these brands, I want to make my viewers feel something: not just informed, but part of a movement. A movement of creators who embrace the process of building something meaningful online.
But there’s also an important takeaway for us as consumers and creators: being aware of these emotional connections can help us make more conscious choices, both as buyers and content creators. Are we buying into a brand’s story because it genuinely resonates with us, or because it’s a cleverly constructed narrative? And as creators, are we crafting content that not only teaches but makes our audience feel something too?
As I continue my journey, I’m committed to creating an authentic, emotionally-driven connection with my community of creators—because in the end, it’s about more than just making content. It’s about making people feel something, and building something that lasts.
So, next time you feel drawn to a brand or a piece of content, ask yourself: What emotion is this making me feel? And, How can I bring that same level of connection into my own content?
That’s the future of YouTube, and that’s where I’m headed.
Theory of YouTube 