The Unfortunate Branding of Camp LeJ—e
Targeting is more expensive than brand-building. Here’s why.
Don’t Drink the Kool-Aid
Marketing Heads insist “it’s a numbers game” and standardize campaigns to reach more people, neutering creativity in the process.
Instagram – The day Obama joined, they knew it was a big deal
How pivoting after an early discovery with customers led them to sell in just two years for a billion dollars.
How To Avoid The Pitfalls Of Lower Price
You don’t have to be the cheapest to win the business. You have to be the best bang for the buck.
The Itch Which Must Be Scratched
Every human comes into the world with a hunger for answers to the 4 Big Questions. Great ads speak to them.
Is Your Advertising in a Bit of a Pickle?
In the bizarre automotive sales world, these kinds of gimmicky cookie-cutter campaigns are the preferred customer clickbait.
Lead Generation and Demand Generation: What’s the Difference?
"Advertising is a tax we pay for not being remarkable.” So how do we become remarkable?
How the World’s Best Brand Creates Generational Loyalty
The techniques work because they tickle the human brain in just the right way.
The Frame Game — If You’re Not Playing, You’re Losing
Don’t hide from your downside. The best thing you can do is to reframe the negative.
Kodak – The fall of an Empire
Why couldn’t they successfully transition into a digital company when they invented digital photography?
Differentiated vs Distinctive
Becoming distinctive can actually be much easier and less expensive than the cost to differentiate…
Warren Buffett on the Importance of Branding In 2023
If and when the economy turns south, you’ll be tempted to cut advertising costs.
Captain Pabst – Could I ever use a cold beer!
Discover the origin of the blue ribbon lager with a ship captain that lost his ship and knew nothing about beer.
Milton Hershey – How do I make Milk Chocolate?
Discover how he transitioned from Caramel to Chocolate after the world’s fair in Chicago.
Why You Want Your Branding Ads to Reach EVERYONE
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.