Why Great Ideas Need Champions: Xerox’s Regrets
Xerox had game-changing tech in the '80s but failed to capitalize. What did Apple do that they didn't?
Measure Twice, Copy Once: The Kinko’s Lesson on Data-Driven Decisions
They only earned $30 each night. But the 24/7 branding spiked daytime sales by 50%.
You WON’T Believe This Forgotten Apple Ad!
You remember the 1984 ad. They tried a similar formula in 1985 and it flopped. Why?
Pop Goes the Industry: How Bubble Wrap Found Its Killer App
First they filed a patent and then they had to go look for a viable market.
How will you (actually) measure success?
Tracking the wrong things in marketing doesn’t mean you can fix anything. But it sure feels good.
Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
The Secret Weapon of Trivial Pursuit: Celebrities
Even if it sold out, they would still be in the red. So how did they make it big?
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
What Made Tripadvisor a Leader? Customer Centricity.
User review was an afterthought at first, but they noticed what visitors wanted.
6 ways to supercharge personal endorsement ads
Two categories: live reads and true personal endorsements. One is much more effective.
Branding, Like Cattle
Not allocating proper resources risks turning your brand into a temporary tattoo: easy, fun, and painless but fleeting.
Silly Putty – Ad Writer Acquires It For $147 Then Earns $140 million
GE couldn't sell it, but an out-of-work marketer found the right angle.
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.