Marketing to Women Has Changed. The Evolution of Aspiration.
People still want products to take them somewhere. But the entrance requirements changed.
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
Why Great Brands Are Unreasonable
Most people have no idea the Pirelli calendar exists. That may be part of why it works.
Why Explanation Doesn’t Create Desire
People do not move through the world as neat little logic machines. They are running. Distracted. Hopeful. Insecure.
Marketing Is Dead. Long Live Marketing!
When you understand how humans actually buy, you don’t have to force the sale.
The Simple Formula for Getting Everyone to Use a New Strategy
Every choice, big or small, either reinforces your brand’s identity or confuses it.
Social Media: Focus On People With A Command To Watch
What is it that physiologically strikes people that stops their thumb from scrolling?