Ben WiseGoogle · Head of Programmatic Media at Google | Speaker | Board Director | Startup Advisor

Are you marketing with good vibes?

Name: Are you marketing with good vibes?
Uploaded: 2025-06-19T14:15:05+00:00
Duration: 42 s
Channel: Ben Wise
Description: Ben Wise argues that chasing virality is a waste of time and that marketing analysts obsess over the wrong things. People spend $1,000 on dirty shoes not…

19 Jun 2025 · 1 min

Watch on YouTube

0:42

Ben Wise argues that chasing virality is a waste of time and that marketing analysts obsess over the wrong things. People spend $1,000 on dirty shoes not because of rational differentiators but because the product feels right. Emotional resonance, not PowerPoint logic, drives what people actually buy.

Chapters

And we know this sounds daunting. Anyone ever get a brief that says, "Oh, needs to go viral, just like this." "Oh yeah, no problem, I'll do that next week." Believe me, we've tried, it's not easy, and our 152 Instagram followers can confirm we have not figured it out. But what's happening is there is some poor marketing analyst somewhere obsessing over those rational differentiators in a PowerPoint deck for their CMO. When people are out there spending $1,000 for a pair of dirty shoes because they've got good vibes. Do you want to be the analyst who puts that slide in front of the CMO? Rational differentiators, lots of dirt and good vibes. That's a career-limiting move.