Why Character-driven Ads Outperform Logic-driven Ads
They stand out because they elicit emotions and, more importantly, bond with your audience.
Dyson – It sucks, but not enough.
That is the prospect’s dissatisfaction. 5,136 iterations later the problem is solved.
For Everything Else There’s — Perhaps the Most “Priceless” Ad Campaign of the Last 25 Years!
Repetition-Break ads are more creatively awarded, and, yes, creatively awarded ads create better ROI.
Someone’s Head Has Got to Roll
Since Marketing Heads are evaluated on a short-term basis, they don’t have enough runway to see returns from investing in brand-building.
Bundle Pricing: The Best Way To Differentiate Your Product
It takes courage and confidence to bundle. But done right, you will increase your conversions, average sale, and profit (C.A.P.).
The Jet Business – Close To The Money, Not Close To The Airport
I just had to walk in. Who puts a jet in the front window of an office building in London’s financial district?
Doritos, Brand Codes, and that Super Bowl Ad
Why would Doritos pay $12 million to waste, like, 55 seconds NOT showing the product? The answer is Brand Codes.
The 3 Most Important Advertising Charts You’ll Ever Lay Eyes On
Chart 3: Why small companies and large companies require opposite media strategies.
Black & Decker – Making A Better Drill.
Other businesses failed when the war ended because what they were manufacturing was no longer needed.
The Best Blog Post Ever Written
I drove past a place called “Best China Restaurant” hundreds of times and instinctively knew that this was not, in fact, the best out there.
The Only “Brand Attribute” You MUST Own
This is why IBM could famously charge more for less capable systems than upstart, hi-tech competitors.
The secret sauce of persuasion: storyselling
Stories live between what is real and what the consumer wishes were real.
Mrs. Fields – Why Does The Mall Smell So Delicious?
How giving away free samples created an empire of 250 stores worldwide in just 15 years.
Faster, Bigger Ad Results Through Social Engineering
Check out this recent McDonald’s ad directed by the legendary Edgar Wright to understand how it works.
Leatherman – Is It A Tool? Is It A Knife? That Was The Problem.
Why did it take ten years to make the first sale?