The Counter-Intuitive Truth About Comparative Advertising
Focusing listener's attention & imagination on your positives "pre-loads" them w/importance and takes advantage of the "Focusing Illusion."
Ugly Duckling Advertising — How Owners of “Normal” Businesses Get Rich
What’s an ugly duckling business? It’s a business that is either: Unsexy OR Non-Purple-Cow-able.
“The Sleeper Effect” — The Secret Alchemy Behind Brand-Building Gold
Who told you that BMW was the gold standard for sports sedans? Or that Absolut was a premium vodka?