Craft Your Vibe: A Lesson from Herschel Supply’s Branding
Both the aesthetic & story stood out. So they soon became the first backpack sold at Nordstrom.
Break the Gumball Machine
Brand building doesn’t work like a gumball machine — you can’t expect immediate fame from minimal investment or effort.
Donut Theater: How Krispy Kreme Used Spectacle for Word of Mouth
We didn’t go because of an ad. We went after someone said, “Oh my God, you’ve gotta try this.”
Achieving Branding on the Brain
I’m always going to believe in the power of sound to resonate and provoke a response months and years down the road.
Selling High-End in Hard Times: The Rise of Healthier Bread
It’s the depression and bread costs 10 cents. Pepperidge was fully sold out at 25 cents.
Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.
Are You Paying for Too Much for the Wrong Keywords?
Cheaper branded keywords not only have higher clicks and conversions, they also have higher average tickets.
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Futuristic Game for the Ad Masters
You can't rely on the same old tricks to get attention. So what does the future of advertising really look like?
2024: The Year Digital Becomes “Traditional”
Digital marketing is too old for excuses like “the algorithm changed,” and “it’s still new technology.”
Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.
The Michael Kors Story: Adaptability and Building a Brand
Brave, bankrupt and brilliant. The young model bounced back.
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.