When Good Advertising Advice Conflicts — And How to Reconcile It
Buyers want to hear what's in it for them. They also need to know “why can I trust you?”
Wonder Bread: A Case Study in How to Stay Ahead of the Curve
Reimagine and eliminate the friction… What they did over decades to keep Wonder Bread at the top.
The Wooing of Lifelong Customers
Jail time or love? It all depends on if you skip these steps.
Make the Invisible Visible — What Van Halen Can Teach About Branding
Apple earphones are white. Christian Louboutin features red soles. Is your brand that visible?
Hear, See, Speak No Advertising
We encounter 5,000 ads on a daily basis. Can you opt out? Or can you rise above the sea of sameness?
Ditch the Rulebook: Why Breaking Best Practices Can Be Powerful
Do you actually want to be a leader in your industry? Copycats never lead the pack.
Why Branding Is the Cheat Code for Long-Term Growth
You'll eventually reach a point where you can no longer grow based on short-term advertising alone.
Predictability: The Silent Assassin of Storytelling?
In marketing, like any other story, you need the courage to take the risks necessary to create something truly memorable.
Can You Afford to Use Mass Media? Can You Afford Not To?
Here’s how to tell, and where you'll find the tipping point in most markets.
How Clairol’s Bold Campaign Transformed Norms and Ignited Demand
Nobody wanted to dye their hair and it took 3 years for Good Housekeeping to accept their ads.
The Science Behind Successful Advertising
Many are seeking a perpetual motion machine for generating leads. But that violates Newton’s first law of thermodynamics.
Supercharging Your Sales Persuasion With Universal Appeals
First agitate. Then when you present the solution, offer it up as an ideal solution for special people, just like your prospect.
How Harry’s Found the Perfect Edge in a Dull Market
They faced Gillette's 70% monopoly and never blinked. Bought their own factory and marketed direct to consumers.
Farming Versus Fishing
It's attractive to fish for customers, reeling in a huge catch with flashy sales. But only farmers can create a bumper crop of future revenue.
Taglines vs. Positioning Statements vs. Brandable Chunks
Brandable chunks are refined from average advertising in the same way that hi-octane gas is refined from crude oil.