The Hidden Power of Sound: How Great Ads Build Belief
The thing that has the highest impact is not the easiest thing to measure.
How Great Brands Turn Customers Into True Believers
The more powerful the attraction, the more powerful the repulsion. Choose who to lose.
Is Your Brand Sending Mixed Messages? Here’s Why It Costs You
Your voice must be the same from ads to experience.
Why Most Brands Fail to Connect
Without personality or story you don't have a brand. Sadly, all you have is a company.
How to Build a Remarkable Brand They’ll Never Forget
You can't copy anybody. You have to see the angel in the marble.
The Truth About Storytelling and Why It Beats Objections
Our entire biological structure is uniquely built for stories.
Why Company Culture Is Your Most Powerful Marketing Asset
What do employees believe in their heart about the company? That's your culture.
Win Attention and Trust with Vulnerable Ads
Say something significant, maybe embarrassing, but don't make anybody feel creepy or awkward.
Selling to Walter Mitty: People Buy Who They Want to Be
How do I see myself, and how can I announce it to the world?
Why People Buy: The Emotional Triggers Behind Every Sale
I can't put the need in your heart, but I can speak to the need.
Beyond ROAS: How to Know if Your Advertising is Working
Branded search and gross revenue are the best metrics. But they take patience.
7 Laws of Advertising: Why Storytelling, Emotion, and Clarity Still Win
Differentiate yourself. And don't worry about who approves.
The Risk of Insult is the Price of Clarity
If you say what people expect you to say, you're boring and your ads will never work.