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.
2023-10-16T16:22:51+00:00By Jeff Sexton|
You'll need to follow either Pizza Hut or Rolling Stone. It depends on whether customers are wrong about you, or they're right.
2023-10-16T16:22:58+00:00By Jeff Sexton|
Even guaranteed attention fizzles with a dud ad, while completely disinterested audiences can be won over with high-impact advertising.
2023-10-16T16:23:05+00:00By Jeff Sexton|
Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May”
2025-09-25T22:09:28+00:00By Jeff Sexton|
Demonstration ads are like testimonial ads. They demand more of the advertiser and the creative team, but they're persuasive magic.
2023-10-16T16:23:21+00:00By Jeff Sexton|
Immediately following the launch of the Mr. Whipple campaign Charmin displaced Scott as the #1 brand in America.
2023-10-16T16:23:29+00:00By Jeff Sexton|
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.
2023-10-16T16:23:35+00:00By Jeff Sexton|
“Emotional campaigns are 30% more likely than rational campaigns to show large profit effects" — Binet & Field, The Long and Short of It
2023-10-16T16:23:43+00:00By Jeff Sexton|
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.
2023-10-16T16:25:20+00:00By Jeff Sexton|
We are social creatures, and what others think and believe profoundly affects what we think and believe.
2023-10-16T16:25:31+00:00By Jeff Sexton|
This is why character and story-driven advertising not only accelerates branding success, but recruiting success as well.
2023-10-16T16:25:39+00:00By Jeff Sexton|
Following the zeitgeist is easy. Good branding is hard.
2023-10-16T16:25:49+00:00By Jeff Sexton|
It permanently impressed itself on the tender psyches of millennials and they still whine about it decades later.
2023-10-16T16:25:56+00:00By Jeff Sexton|
Don’t be deceived by the apparently artless, “just tell it like it is” nature of the ad. The slogan even made it into the Oxford Dictionary of Idioms and was repeatedly used by then-Prime Minister David Cameron.
2023-10-16T16:26:04+00:00By Jeff Sexton|
Hell, before this event I hadn’t even heard of Blue Origin. I knew Bezos had a private space program, but never knew the name.
2023-10-16T16:26:12+00:00By Jeff Sexton|
You must create and cultivate a rich network of mental associations linked to your brand. It starts with three elements...