Branding in 75 Words or Less
When the main benefits your brand delivers are self affirmation, status, and hope, you can charge almost anything you want.
A “Common Sense” Mistake That’s Killing Your Advertising Effectiveness
By the time you’ve been on the air for three months, your audience knows who you are.
A Powerful Branding Lesson From an Off-Color Joke My Mom Told Me
Two southern college coeds meet up for lunch during summer break after a year away...
The Hybrid Persuasive Power of “Slice of Life” Campaigns
These are mini-dramas in which the efficacy of the product is semi-demonstrated, as testified by the main character.
Recipe for Success: Strategy First, Messaging Next, Creative Last
You'll need to follow either Pizza Hut or Rolling Stone. It depends on whether customers are wrong about you, or they're right.
Super Bowl Advertising vs. Your Advertising
Even guaranteed attention fizzles with a dud ad, while completely disinterested audiences can be won over with high-impact advertising.
Learning from the Legends: Yes, Virginia, It Really Is That Simple!
Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May”
Demonstration Ads — Part Deux.
Demonstration ads are like testimonial ads. They demand more of the advertiser and the creative team, but they're persuasive magic.
Learning from the Legends: What Can’t be Questioned?
Immediately following the launch of the Mr. Whipple campaign Charmin displaced Scott as the #1 brand in America.
Distinctiveness vs. Differentiation vs. Bonding
Branding aims at de-commodification: getting the customer to see you as the better, worthier option. And there are three ways of pursuing this goal.
“Emotional” Doesn’t Mean What You Think It Means
“Emotional campaigns are 30% more likely than rational campaigns to show large profit effects" — Binet & Field, The Long and Short of It
Magical Thinking, Branding, and Chevy’s Christmas Ad
Your love for this small piece of commercial art, which you’ll likely share with others, can’t help but partially rub off onto Chevy.
Persuading Individuals vs. Persuading the Crowd — Why Not Both?
We are social creatures, and what others think and believe profoundly affects what we think and believe.
Winning the War for Talent – An Advertising Strategy for Service Companies
This is why character and story-driven advertising not only accelerates branding success, but recruiting success as well.
7 Modern Marketing Myths & Why They’re Dangerous Even When You’re Not Falling for Them
Following the zeitgeist is easy. Good branding is hard.