Why Volkswagen bet everything on the Beetle
The industry believed you need to make it look big and luxurious. Now here's Volkswagen with this tiny car.
Advertising Has Been Outlawed. Now What?
The thought experiment is this: If you had to turn up the lever on something that isn’t advertising, what would it be?
The father of instant ramen was NOT an instant success
He's just out of jail, has no culinary training, but he's observant and takes the risk.
Your Game, Your Rules: Why Copycats Can Never Catch You
When you innovate then see imitators emerge, most owners suddenly want to deviate.
How Do I Get Picked Without Being the Cheapest?
Price fills the vacuum by default if you never gave customers a different reason to choose you.
The Donut, the Hole, and Your Google Ads Budget
Only 5% of your market wants to buy today. Don't lose sight of the remaining 95% who will need you later.
Google – Do No Evil…
Back during the "do no evil" days, salespeople went to agencies asking for insertions to be sent back by fax.
The Problem With Almost Every Car Commercial
You and I both know every new car has nearly the same features and the same benefits.
How Do I Measure the ROI on Brand Advertising?
A lot of reports can measure your harvest, but how do you measure planting and fertilizing?
Chocolate Chip Cookies – An Empire???
It’s 1935. The Toll House restaurant is robbed. They're broke. Necessity is the mother of invention.
Bored or Broken? How to Know When to Change Your Ads
Why the owner's clock and the customer's clock are never synchronized.
This Ad Failed Because of One Simple Mistake
Questions can be unbelievably powerful. But there are 2 types, and you want to pick the right kind.
Why Safe Brands Get Ignored and Bold Ones Win
"We want our ads to appeal to everyone." It sounds safe, but it's actually the most dangerous thing you can do.
Porsche – From Inexpensive To Luxury
Ferdinand wanted to make cars for the people, but the Porsche brand we know is an empire of performance.
The Hidden Skill Behind Every Great Ad
Every terrible ad that's ever hit the airwaves was approved by someone. Think about that.