Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.
Ad Messages We All Never Wanted
10 things you shouldn't say in your ad messages. They’re lousy, and they should have never, never, never met the stamp of approval.
Uncertainty, Fear, and Solid Business Growth in 2024
An uncertain buyer never says yes, and we're in uncertain times. How specifically can you overcome that?
From Mild as May to Marlboro Man: How to Reposition Your Brand for Success
They initially focused on women and struggled before pivoting towards men and becoming dominant. How?
Brand Like a Wizard, Market Like a Mouse
What makes Disney World magical? Here are 3 lessons you can apply to turn customers into loyal fans.
Soup Up Your Marketing: Find Your Unique Superpower And Trust Your Team
How to use your secret ingredient if you can't read the label when you're inside the bottle.
Ethos, Pathos & Logos: 3 Musketeers Of Persuasive Ads
Humans are complex and respond differently to all 3 types of persuasion. Let's break down when to use each.
Why You Probably Don’t Have a Brand — Even If You Think You Do
You can have a name, logo, brand colors, uniforms, and all that jazz, but without this one thing, you don’t have a brand.
The Gentle Art of Selling Sans Fear: A Nod to FUD and Beyond
Replace Fear, Uncertainty, and Doubt in your business with a more sophisticated and sustainable approach.
Tax Loophole to Beer Empire: How Jim Koch Brewed Success with Samuel Adams
He paved the way for craft ale to become a thing, and his lessons go beyond beer.
Beyond the Laugh: Crafting Ads that Capture Attention and Form Bonds
Which is the bigger risk: offending a few people with a joke, or going unnoticed by everybody?
Craft The Face Your Customers See, Connect Through Personas
Understand when to use a mascot, spokesperson, celebrity endorsement, and a game-changing 4th option.
Answering a Competitor’s Killer Campaign
Ries and Trout famously advised challenger brands to “find the weakness in your competitor’s strength.”
Weird Branding Wins: Lessons from Wolfman Jack on Standing Out
From gas station attendant to radio icon. How can you build a brand like his?
10 Most Innovative Direct Mail Examples From Known Brands
For example, Jeep's DNA Box had a stunning 76 percent response rate.