The Jet Business – Close To The Money, Not Close To The Airport
I just had to walk in. Who puts a jet in the front window of an office building in London’s financial district?
Doritos, Brand Codes, and that Super Bowl Ad
Why would Doritos pay $12 million to waste, like, 55 seconds NOT showing the product? The answer is Brand Codes.
The 3 Most Important Advertising Charts You’ll Ever Lay Eyes On
Chart 3: Why small companies and large companies require opposite media strategies.
Black & Decker – Making A Better Drill.
Other businesses failed when the war ended because what they were manufacturing was no longer needed.
The Best Blog Post Ever Written
I drove past a place called “Best China Restaurant” hundreds of times and instinctively knew that this was not, in fact, the best out there.
The Only “Brand Attribute” You MUST Own
This is why IBM could famously charge more for less capable systems than upstart, hi-tech competitors.
The secret sauce of persuasion: storyselling
Stories live between what is real and what the consumer wishes were real.
Mrs. Fields – Why Does The Mall Smell So Delicious?
How giving away free samples created an empire of 250 stores worldwide in just 15 years.
Faster, Bigger Ad Results Through Social Engineering
Check out this recent McDonald’s ad directed by the legendary Edgar Wright to understand how it works.
Leatherman – Is It A Tool? Is It A Knife? That Was The Problem.
Why did it take ten years to make the first sale?
Why WOM & Viral Marketing Can’t Drive Growth
This isn’t opinion, it’s the result of an internet study of “a billion diffusion events on Twitter."
A Powerful Secret to Great Ads
Powerful ads are the few that stand out in your mind because they made an impression. Here's how that happens.
Shreddies – Good good whole wheat Shreddies
Find out how a simple twist made all the difference to their advertising and promotion.
Brand Codes in a World of Continuous Partial Attention
We are all, as T.S. Eliot wrote, “distracted from distraction by distraction.” So how can you craft ads capable of working?
Marketing Predictions for 2023 (?)
Before I question my Ogilvy & Mather Tarot Cards and tell you exactly what will happen, let’s see if past predictions have held up.