Be Different. Just Like Everyone Else.
I’m not trying to bum you out. I’m trying to amplify how important this stuff is.
This commercial made me cry…
It's expensive yet they're the fastest-growing pet brand over the last decade. They start with self-identification.
How Do We Lose to Companies With Worse Service?
You've been perfecting the last 10 feet of a mile-long race as your competitors own the first 5,270.
Flush With Success: Lowe’s Strange Story
“Carl, why's there toilets in the office?” He goes, “Well, I bought 400 of them and I ran out of space, so they’re sitting in here.”
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
You already know what this is
McDonald's had bravery on this that if people didn't figure it out, somebody would tell them.
Walk before you run. Lessons from Amazon’s 8,000 orders a minute.
You can have that massive vision, but you must still start with something smaller.
Why Am I Spending More on Marketing For Fewer Leads?
The real problem is almost never that you're spending too little.
You Can’t Handle Different
You want a breakthrough idea that a focus group approves. That's not truly different.
Why this AMAZING ad doesn’t land…
It made you feel like you were listening in, which hits you differently.
The Attention Equation: Story, Trust & Timing
Most owners do this backwards. Humans love to reciprocate, so start by giving a gift.
Why Great Brands Are Unreasonable
Most people have no idea the Pirelli calendar exists. That may be part of why it works.
Don’t Let The Legal Department Kill Creativity!
They make you as bland as possible to snuff out any chance of going to court. But the edge is what made it funny.
Lily’s Sweets – She drove $20 million with 4 employees. How?
In her sixties she builds this and sells for $425 million.
Is Everything Better with Pepsi?
The campaign does something important. It says I'm honoring your likes and your loves.