Pro Tip: Talk to Your Customers Like Friends
Most owners get this wrong in their preoccupation with delivering factual information. But buying decisions are almost never rational.
How Hot Wheels Beat Matchbox. When Imitation Becomes Innovation.
Why 10 Hot Wheels are sold every second. They saw what was lacking in the competition.
Beefsteak and T-Bone
Brands can manufacture a nickname or shorthand that sticks through smart placement. But don't approach it like George Costanza.
Brands Are Small Things — And That’s a Good Thing!
If your ads can be ignored, they will be. Which is a good thing. If your ads are high-impact and your competitors' aren’t: you win.
She took a gamble and bet on girls. How Barbie defied expectations and won.
Focus group mothers literally would say, “Is this a gift for my daughter or for my husband?”
The Two Universal Appeals — Understanding the “Cult” of Cult Branding
1. You are special. 2. It’s not your fault. What is your advertising doing to communicate those appeals to your prospects?
The Birth of the Rubik’s Cube: A Tale of Unexpected Opportunity
Erno created it to visualize 3D space, but people just wanted to solve a puzzle. The magic was in the pivot.
The Importance of Defining Your Business Narrative
You ask, “If we do not physically interact with our customers before doing business with them, how can we differentiate ourselves?”
Calamine Lotion or a Chainsaw?
Silly sales jargon and industry-speak are the sand traps of marketing. Avoid them in your ads if you want to break par.
Ad Relevance: The Secret To an Effectively Working Ad
Relevant ads answer the implicit and often unspoken questions that customers have when seeing your ads.
6 Overlooked Truths For B2B Marketing Success
B2B sales are intensely personal for the main decision-makers in the process. If things blow up, they suffer tremendously.
How Maker’s Mark Turned “Expensive” Into “Exclusive”
How do you sell a new product for twice the price? Bourbon is lowbrow. Demand is down. Marjorie's solution got her into the hall of fame.
Outrunning The Bear
They’re going to buy from someone. It’s just a matter of getting them to prefer you. And some connection beats no connection.
Show, Don’t Tell
At best, hard data gets used to justify an action that is taken because of emotional instincts. First you need storytelling and bonding.
How Smirnoff saved itself with a Polaroid camera and a Moscow Mule
There were lots of companies before the internet who used influencers to build their brand.