Get A Clue – Combining Concepts Can Be A Game-Changer
The inventor drew inspiration from disparate fields to create something extraordinary.
The Simple Formula for Getting Everyone to Use a New Strategy
Every choice, big or small, either reinforces your brand’s identity or confuses it.
Stallone’s Rocky Ride From Selling His Dog to Owning Hollywood
When building your dream, staying power is everything.
The Costco Story – Turning Restrictions into Retail Gold
It would have been easy for the experience to become crappy, but for some reason, it isn’t.
Howard Johnson’s – The First Restaurant Franchise
How did they go from 2 locations in 1935 up to 107 locations 4 years later?
Customers never bond with facts
When they realize your brand's story is a part of their story, they’ll follow you to the ends of the earth.
Want your ads to get noticed? Deny a common truth.
When something violates our expectations, the hippocampus prioritizes that information.
Lite Beer: How listening launched a whole new category
It's not going to sell if you don’t help customers identify with your brand.
How to create a strategy – Let’s get real.
If it’s something that’s really common, it’s a tactic. It’s not a strategy because a strategy can’t be repurposed.
Unique Selling Propositions
The problem with most marketing consultants is they try to make their client’s product seem unique.
Play angle of approach for fun and profit
Angle of approach lets you transform a rolling piece of scrap into a dream car.
Ding dong! Avon calling! – Why it worked.
Persis showed how the best way to market to women was to have women selling.
Which Marketing Strategy is Most Effective?
Growing a business requires two types of strategies: Overarching Marketing Strategy and Message Strategy.
How Did You Hear About Us?
Asking is selfish and goes nowhere. And don't ever make your problem the customer's problem, ever.
The Rise of Root Beer – Attaching to the Familiar
How did a pharmacist popularize his alternative to polluted water or alcohol? Can we use the same play?