Differentiated vs Distinctive
Becoming distinctive can actually be much easier and less expensive than the cost to differentiate…
Warren Buffett on the Importance of Branding In 2023
If and when the economy turns south, you’ll be tempted to cut advertising costs.
Captain Pabst – Could I ever use a cold beer!
Discover the origin of the blue ribbon lager with a ship captain that lost his ship and knew nothing about beer.
Milton Hershey – How do I make Milk Chocolate?
Discover how he transitioned from Caramel to Chocolate after the world’s fair in Chicago.
Why You Want Your Branding Ads to Reach EVERYONE
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.
Where the Heart Goes, the Wallet Follows
We're taught to think of customer relationships as something entirely different from personal relationships. And that's silly.
Why 60 Is The New 30
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
Milwaukee Tools – The Hole Shooter
The better product struggles to become more popular until they demonstrate it in a store window.
Self-Image and Advertising
You want them asking: What kind of person am I, and who would that person hire or trust in this situation?
Black Pearls – A New Gem Is Born
Pearl farming became French Polynesia’s most significant export because two yachts were docked next to one another, and the owners knew a guy.
9 Common Branding Mistakes
Unless your ads sound, feel, and look different from everyone else’s, you’re doing it wrong.
Wendy’s Dave Thomas – Dave Thomas’s Ideas Grew KFC
The double burger becomes Wendy’s best seller without changing the price or the size.
Simple, True, Distinctive, and Sticky
You’re probably expecting something else from a “greatest of all time” beer campaign. Here's why it worked.
The 4 Humors Of Buyers (And How To Sell To Each)
If we unmask how the sales process works, it’s simple: You make the sale when your beliefs align with your buyers’ beliefs.
Character, Characters, and Advertising
No one will believe that a business owner has character unless he’s willing to be seen as “quite a character.”