Why Conflict Is Essential – In Advertising and Life
We demand conflict, tension, and drama — be it in sports, books, movies, or advertising.
What’s Your Ad Campaign’s Meta-Narrative?
Is the story of Rocky really about boxing? Or is it about an underdog’s epic journey? Great ads are like that too.
What Kids Can Teach You About Story Persuasion
There’s a REASON why for every conflict we always want to know “who started it?”
The Common-Sense Mistake Sabotaging Your Ads
Are your ads aimed at winning the type of buying decision that your customers are actually making?
The 2nd Worst Time to Introduce Yourself to a Customer
By then — absent extraordinary sales skill — it’s too late to build preference and make a high value sale.
What Are Your Ads Really Selling?
People evaluate professional services in the same way that they’d evaluate a potential friend or romantic partner.
Inherent Drama As Advertising Super Power
One of the secrets behind many of the most iconic mascots, slogans, and campaigns in American history.
Fierce Competition, Long Buying Cycles, and Great Advertising
For long buying cycles, pre-convince customers before they're looking. Waiting is too costly.
The Frame Game — If You’re Not Playing, You’re Losing
Don’t hide from your downside. The best thing you can do is to reframe the negative.
Warren Buffett on the Importance of Branding In 2023
If and when the economy turns south, you’ll be tempted to cut advertising costs.
The Biggest Lesson AI Can Teach You About Branding
Psychologists were studying human-AI interactions and came across this fascinating pattern.
Why You Want Your Branding Ads to Reach EVERYONE
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.
Why 60 Is The New 30
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
Self-Image and Advertising
You want them asking: What kind of person am I, and who would that person hire or trust in this situation?
9 Common Branding Mistakes
Unless your ads sound, feel, and look different from everyone else’s, you’re doing it wrong.