We are still human. The revenge of Analog.

Learnings from the book “The Revenge of Analog” (David Sax) applied to product demonstrations.

In a digital-first world, it’s easy to assume that everything physical is outdated. Revenge of the Analog by David Sax tells a story that is repeating itself with some nuances.
The book explores why people are turning back to physical products and experiences and why that shift matters.

At USP Solutions, we’ve seen the same trend in product demos. Brands that rely only on digital content often struggle to gain trust. For example, animations are great for internal teams, but not always for consumers. When consumers can see, touch, or interact with a product in real life, that’s when everything changes.

Here are six points I shared with our team:

1. Physical = Credible

Consumers are skeptical of claims they can’t verify. Today, reality cannot be faked as much. A digital ad can say anything, but a physical or phygital demo, shows the truth. If a consumer can use a test strip, see an ingredient in action, or watch a reaction happen instantly, that moment builds confidence. So, what does work today? Not simulations, not animations, just simple clear proof that a product does what it promises.

2. Memory lives in the senses

Analog experiences create emotional memories. People remember what they can feel. The book explains that physical experiences such as writing in a notebook or listening to a record, create stronger memories than their digital equivalents. The same applies to product demos. Sensory demos create stronger impact. May it be the texture of a skincare product or the visible removal of dirt in a cleaning demo, this sensory feedback reinforces belief. It’s not just marketing, it’s building a memory. Brand teams like to mention this every time they brief us: “It must be memorable”.

3. We are still human

Live demonstrations offer something digital campaigns can’t. Although, I have to admit, using digital channels along with real-time interaction is just as powerful. Seeing a demo unfold right in front of consumers makes them connect to it on a deeper level. When USP was only focused on cosmetics, we used to call it the Beauty Moment of Truth.

The best live demos are fast, clear, and personal. They show results immediately and allow the consumer to see the outcome for themselves. That moment of discovery is powerful. It drives trust, conversation, and often, direct action. For us a demo, is powerful when it is backed by science.

4. People trust people

Can digital replace human presence? Well, in our demo workshops, we don’t just show slides. We roll up our sleeves and build demos with R&D and marketing teams in the same room. That physical collaboration leads to stronger concepts, better execution, and more alignment. When consumers see a demo performed by another person whether it’s someone from R&D, marketing, a brand ambassador, or an influencer; they connect more easily. The interaction feels real, not staged. That is what builds trust.

5. Remember Donald Draper and the carousel?

Don’t get me wrong, analogue does not just address nostalgia. It’s about showing the work behind the result. When a demo is carefully developed, tested, and refined, it sends a message. A strong message that this brand pays attention to what they claim and communicate. Our clients don’t want overcomplications, just the result. That’s why we focus on repeatability. Every demo we build works consistently, across formats and platforms. We validate it in our Demo Lab, then deliver it in a way that anyone from KOL to sales teams can reproduce.

6. Hybrid cars. Hybrid brains. Hybrid demos.

The best approach isn’t analogue or digital. It’s both. We started delivering phygital solutions in 2017. Sax explains how businesses succeed by combining physical experiences with digital tools. That’s how we design demos too.

Thoughts

We create phygital demos that blend hands-on interaction with digital reinforcement. It could be a skin analysis tool that also logs results in an app, or a demo video that links to a try at home kit. The combination increases reach and reinforces credibility.

Audiences want proof, a wow effect and brands want something memorable. Not promises. not hype. They want to see, feel, and understand why a product works better than the other one.

That’s what real demos deliver.

Analog isn’t a thing of the past, as well as digital isn’t a thing of the future. They are both already surpassed.

Diego Kanda Diwidi