Irresistible Marketing – Why Stories Sell & Facts Don’t
Gurganus was right. Stories only happen to people who can tell them.
How Trust Fills Your Funeral Home
Showing up in their darkest hour is a calling. So earn real trust before they need you.
How Smarties became a Billion Dollar Brand…
Why do 185 countries (except the USA) all know which color to eat last?
Discounts, Data, and Delusion: Rethinking Valpak
Is Valpak effective marketing or just organized junk mail?
Look Elsewhere: The Power Rangers Strategy
1992: She puts her job on the line for this. 1994: It's 40% of all action figure sales.
The 7 Truths of Sales Activation – Calls to Action That Work
Customers are jaded, experienced, and hard to fool. So don't try.
UNTUCKit: Imperfect products built a resilient brand
It's 2 years before anyone makes his off-spec shirt. Badly.
When Sex Appeal doesn’t sell…
Charlie was the bestselling perfume on the planet until it traded 1970s empowerment for a more traditional appeal.
The “Hail Mary” Trap: Why One Great Ad Won’t Save Your Brand
There's no "killer bell" that would have conditioned Pavlov's dog in a single ring.
The Secrets To BUILDING Trust In Marketing
True trust is only garnered over time. But you can also affect superficial assumptions.
When the going got rough, Avis kept trying.
Warren Avis expected big things in Miami. It failed spectacularly, so he took another swing.
Have You Fallen Prey to The Committee?
You developed a Good Idea. They said, “Let’s make it stronger. Build consensus.”
How Do I Decide if a New Media Channel Is Worth Pursuing?
Many run in circles as they chase what looks active and abandon what looks slow.
The Habit Loop of Advertising & Unforgettable Brands
Predictability kills advertising, but consistency is its lifeblood.
This Campaign Never Stopped Running?
The redundancy of "Kills bugs dead" is the point. The unusual phraseology makes it sticky.