Dominate Your Market Like Rolex — 4 Powerful Branding Lessons
Who are you NOT for? Who do you NOT want as a customer?
Poinsettia’s Billion Dollar Rise to Become a Christmas Icon
With free samples and a patent, how a family created a tradition from thin air and held 90% market share.
MYTH: Everyone goes to Google first
Empty your bank account and give it all to Google. The click still goes to the known brand 8 out of 10 times.
Military-Grade Persuasion for Your Branding
4 factors of messaging that make rivals clutch their pearls and whine at their inability to effectively counter you.
Offline Marketing for an Online Business: The Angie’s List Strategy
They opened 100 markets in 18 months but users weren't discovering Angie's online.
Classical Conditioning: Pavlov’s Dog in Advertising
How to get attention? Simple. Speak to the dog in the language of the dog.
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.