How will you (actually) measure success?
Tracking the wrong things in marketing doesn’t mean you can fix anything. But it sure feels good.
Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
The Secret Weapon of Trivial Pursuit: Celebrities
Even if it sold out, they would still be in the red. So how did they make it big?
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
What Made Tripadvisor a Leader? Customer Centricity.
User review was an afterthought at first, but they noticed what visitors wanted.
6 ways to supercharge personal endorsement ads
Two categories: live reads and true personal endorsements. One is much more effective.
Branding, Like Cattle
Not allocating proper resources risks turning your brand into a temporary tattoo: easy, fun, and painless but fleeting.
Silly Putty – Ad Writer Acquires It For $147 Then Earns $140 million
GE couldn't sell it, but an out-of-work marketer found the right angle.
Craft Your Vibe: A Lesson from Herschel Supply’s Branding
Both the aesthetic & story stood out. So they soon became the first backpack sold at Nordstrom.
Break the Gumball Machine
Brand building doesn’t work like a gumball machine — you can’t expect immediate fame from minimal investment or effort.
Donut Theater: How Krispy Kreme Used Spectacle for Word of Mouth
We didn’t go because of an ad. We went after someone said, “Oh my God, you’ve gotta try this.”
Achieving Branding on the Brain
I’m always going to believe in the power of sound to resonate and provoke a response months and years down the road.
Selling High-End in Hard Times: The Rise of Healthier Bread
It’s the depression and bread costs 10 cents. Pepperidge was fully sold out at 25 cents.
Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.