Fierce Competition, Long Buying Cycles, and Great Advertising
For long buying cycles, pre-convince customers before they're looking. Waiting is too costly.
American Tobacco Company – The origin of the smoke break
He put trading cards into the packages which protected the cigarettes during transportation.
Why I Got Fired
In a little over 18 months, top of mind awareness jumped 550%. And I was fired. And I deserved it.
Effective Marketing on a Budget
The common shotgun style approach may actually hurt your business growth if you are working on a limited budget.
The New Voice of Writing Ads (Non-Ads)
What's driving this trend? In a word: trust. Consumers are looking for brands they can connect with on a deeper level.
Entenmann’s – Creates a packaging revolution
The next time you look at the powdered donuts through the clear window in the box, pay a little homage.
A Tale of Two Strategies: An Expedition into the Land of Brand Building and Sales Activation
Les Binet and Peter Field propose a 60:40 ratio of brand building to sales activation.
Tempur-Pedic – Seeing an idea and being open to it.
I just gotta sell ten thousand mattresses. How hard can that be?
The New Marketing Ideas: Transparency, Engagement, and ZMOT
There is a dangerous assumption that all contenders are created equal during The Moment of Truth.
Death to “Corporate” Marketing
To effectively market, you need to catch people’s attention, not blend in with how all the other industry ads look.
Vice Media – Heroin, Failure, Grit… and Disney????
Luck favors the heroin addict that refuses to give up! Just ask Disney.
I Want it, But I Can’t Have It
The ANGC has maximized Exclusivity in everything relating to The Masters. Here's how you can do the same.
The Power of Magical Thinking (For Business Growth)
It’s a form of psychological persuasion aimed at transforming externally motivated, grudge-driven buyers into happy customers.
Warby Parker – Losing your glasses sucks! Replacing sucks more.
They lost the idea competition at the Warton School.
The Unfortunate Branding of Camp LeJ—e
Targeting is more expensive than brand-building. Here’s why.