What’s Your Ad Campaign’s Meta-Narrative?
Is the story of Rocky really about boxing? Or is it about an underdog’s epic journey? Great ads are like that too.
Good Things Come in Threes – Strategy, Message, and Budget
Without a well-structured strategy, owners often end up bobbing in the water with no landmarks in any direction.
Naugahyde – The Nauga is Ugly, but the Hyde is Beautiful
This is what you do when you have a strange name and need everyone to remember you.
What Kids Can Teach You About Story Persuasion
There’s a REASON why for every conflict we always want to know “who started it?”
How to Increase Brand Loyalty
Bill and three of my closest friends joined a cult and disappeared from my life. You might be asking yourself, “What does this have to do with marketing?”
Famous Dave’s – He was from the middle of nowhere, Wisconsin.
With location as an obstacle, Dave figured out how to become famous for Bar-B-Que.
Temporal Stresses in Marketing: Achieving Long-Term Success
We’re constantly bombarded with information and stimuli, and it’s easy to get caught up in the present moment.
Don’t Stop Pushing the Car: Effective Marketing When Times are Lean
Having worked with many, many business owners, the default is always panic.
The Common-Sense Mistake Sabotaging Your Ads
Are your ads aimed at winning the type of buying decision that your customers are actually making?
McKee Bakery – Innovatively embracing change
Behind the scenes including the girl who inspired their famous brand, Little Debbie. She now sits on the board of directors.
Your Company: Leaf or Kite?
A kite can fly. But only when it is bridled to something bigger than itself. It is part of a system that creates lift: A leader with a vision.
Business as Romance: The Art and Science of Winning Customer’s Hearts
"In the absence of an emotional connection, people always choose the lowest price."
The 2nd Worst Time to Introduce Yourself to a Customer
By then — absent extraordinary sales skill — it’s too late to build preference and make a high value sale.
Empire Builders: MTV – I want my Emmm Teee Veee
The story went from a Monkey to a Mogul to the birth of a new Music Medium.
What Are Your Ads Really Selling?
People evaluate professional services in the same way that they’d evaluate a potential friend or romantic partner.