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.
How Do I Word My Ads So I’m Remembered?
The best messages are both vivid enough to stick and consistent enough to compound.
The Home Depot – Inspired by Walmart
“Get rid of the flash sales, buy in bulk, keep everything as cheap as possible.”
Why VRBO’s advertising isn’t working…
You're saying we'll have a vacation with our teenage daughter, and it's going to be crappy.
Are You Buying Jobs or Building Business Value?
You want marketing to be an investment, not just another expense. Higher returns can take longer.
Radio is NOT Nostalgic, It’s Just Good Business
It's not just vinyl records gaining ground. “Analog radio” searches are at an all-time high.
Don’t Advertise Why You Sell. Advertise Why They Buy.
Consumers are motivated by feelings. Coke spends all their effort just trying to be likable.
Killing the Classified Ad: The eBay Origin Story
This was back when tech asked, "How do I make this easier and better for everyone?"
What happens when you break a promise…
What are they doing? Lying to their customer. Because they have zero intent to be there the next day.