How Should I Plan for Growth Despite Economic Uncertainty?
For business owners, good planning comes down to what investors call scenario discipline.
The Quiet Power of Luxury Branding
It’s about patience. Identity. Emotion. And telling a story so compelling that people justify the purchase to themselves.
Got Milk? Commercial
Our minds fight factual claims almost the way our body fights a virus. So we wrap it in entertainment.
How Great Brands Turn Customers Into True Believers
The more powerful the attraction, the more powerful the repulsion. Choose who to lose.
How Alienware Spotted Unidentified Flying Opportunities
You could get a PC for $500 at the time. They were selling units for $7,000.
Why Your Online Trust Is Built Offline (and Always Has Been)
84% of purchases are people choosing among brands they’re already biased towards.
How Loblaws Sold a Feeling, Not Food…
It's the frame of mind of the customer. Loneliness. What's the aspiration they want to have? Connection.
Is Your Brand Sending Mixed Messages? Here’s Why It Costs You
Your voice must be the same from ads to experience.
You Gotta Earn It!
What’s your challenge? Getting the public to know you, like you, and trust you. And earned media can help.
Hexclad – A failed actor’s rise from broke to $1 billion
Danny is on crutches and spent his last $2 to buy oranges. The bag rips. They roll downhill. He collapses crying.
Attention Is Not the Prize
If your marketing gets seen but not chosen, relevance may be the missing piece. Learn how to become the obvious choice.
How Do I Raise Prices Without Losing Jobs?
Why two companies can charge different prices in the same market and both stay busy.
This campaign was ALMOST perfect
They're good billboards, but they could have been so much better.
Why Most Brands Fail to Connect
Without personality or story you don't have a brand. Sadly, all you have is a company.
Dr. Gross Skincare – Better to be gross than boring
He first resisted the name, then got the last laugh with his $450 million payday.