Unmistakable: A Tale of Two Boots and Branding Done Right
If we invest in a status symbol, we want it recognized by others.
Making the Branding Math *Math* with Broadcast Radio
This ain’t theory. It’s math, hard data, and real-world results.
Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
Reversing Declining Sales: Learning from New Balance’s Comeback Story
The new approach took 18 months but it kept improving.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Combining Sales Activation and Long-term Branding
Get the split right, and you’ll escape the treadmill and grow year after year.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
Are You Paying for Too Much for the Wrong Keywords?
Cheaper branded keywords not only have higher clicks and conversions, they also have higher average tickets.
Dominate Your Market Like Rolex — 4 Powerful Branding Lessons
Who are you NOT for? Who do you NOT want as a customer?
Military-Grade Persuasion for Your Branding
4 factors of messaging that make rivals clutch their pearls and whine at their inability to effectively counter you.
When Good Advertising Advice Conflicts — And How to Reconcile It
Buyers want to hear what's in it for them. They also need to know “why can I trust you?”
Make the Invisible Visible — What Van Halen Can Teach About Branding
Apple earphones are white. Christian Louboutin features red soles. Is your brand that visible?
Why Branding Is the Cheat Code for Long-Term Growth
You'll eventually reach a point where you can no longer grow based on short-term advertising alone.
Can You Afford to Use Mass Media? Can You Afford Not To?
Here’s how to tell, and where you'll find the tipping point in most markets.
Supercharging Your Sales Persuasion With Universal Appeals
First agitate. Then when you present the solution, offer it up as an ideal solution for special people, just like your prospect.