Heinz – his favorite number was 5, and hers was 7
From debtors prison to the fastest-growing company in America.
How CORE Principles Shape Your Ultimate Success
You can’t bring all of your employees into a room and shout out what you think makes you successful and hope it works.
Persuasion, Pre-Suasion, and the “Privileged Moment”
Changing prospects’ state of mind prior to asking more than doubled the success rate.
Value Proposition: Stand Out From The Competition
The only way you can have a clear message is if you speak the same language as your customers.
Advertising in Hard Times: 3 Quick, Easy, and Essential Lessons
If you continue to invest in long-term brand building through an economic downturn, you will overtake your competition.
Fables are Better than Facts
If all you do is list facts, you've created a documentary... not an advertisement. Advertisements are made to persuade.
Uncle Nearest – Story trumps almost everything
Learn how Fawn, with no distilling background, turned this story into one of the fastest growing whiskey distilleries in America.
Brand Codes: Lessons from a $65 Million Re-Branding Disaster
First, what the hell are brand codes? And how do they strengthen memory structures while increasing profits?
M.M. Lafleur – High Function, High Style
They said, “Fashion’s not bought that way.” And she looked at them and said, “But you guys are all fashionistas.”
Do Your Ads Romanticize What Your Customers Actually Want to Buy?
“The customer rarely buys what the company thinks it's selling him.” — Business Management Legend, Peter Drucker
Be Who You Are — A KFC Case Study
The Colonel was seen as old, outdated, and associated with the old south. Tragically unhip for a newer, younger audience.
But What About the Rest of Us?
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
Brand Loyalty and the Chamber of Secrets
Measuring brand loyalty includes involvement, price worthiness, emotional value, social value, brand trust, satisfaction, commitment, and repeat purchase.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Branding “Cheat Codes” for Explosive Growth
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.