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.
Don’t Be an Egg-Laying-Woolly-Dairy-Pig
You instinctively know what that phrase means. Trying to please everyone satisfies no one.
The Trick to getting the MOST Bang For Your Ad Budget
Most people hold the same biases and assumptions for media ROI.
I Did Not Watch Bad Bunny. It’s Not Why You Think.
The ads now cost 213 times more than they did in 1967. Worth it?
Hertz: Don’t Change Buyers, Change Yourself
When prospects say no, they're telling you something important and promising.
How Do I Find More Customers Like My Best Ones?
The best customers self-select; they hear your story and think, “this is for me.”
Why Your Paid Advertising Isnt Working And How To Fix It
Google is for harvest time. You need seed time.