Show, Don’t Tell
At best, hard data gets used to justify an action that is taken because of emotional instincts. First you need storytelling and bonding.
How Smirnoff saved itself with a Polaroid camera and a Moscow Mule
There were lots of companies before the internet who used influencers to build their brand.
Say It The “Non-Traditional” Way
Advertisers are so focused on where the ads will be seen, and who will see them, that they forget what matters most.
The Right SEQUENCE for Brand Building Success
What Aristotle and lawyers both know about persuasive sequencing that you don’t.
Singer Built a Better Sewing Machine But Nobody Bought It Until…
They couldn’t sell it. The industry was very conservative. Singer realized he needed to do something different.
Sales Today or Salience Tomorrow? Yes.
Let's resolve the tug-of-war between the zealots of “WE MUST SELL STUFF NOW” and the stoics who say “we must brand for tomorrow”.
How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
The Magic of Belonging – How Spotify Kickstarted Patreon
When Spotify interrupted his revenue stream, Jack Conte found a way to to help all creators.
Taming The A.P.E. (Advertising Performance Equation)
Any business can plot four key variables into a series of algebraic formulas to predict their marketing results.
From Cristiano Ronaldo To the Other Kind Of Advertising
Entrepreneurs live in the grand illusion of advertising. Let's break down 12 aspects so you know what works and why.
Thinking Outside the Jar: Peanut Butter’s Surprising Origin Story For Two Top Brands
Lightning strikes twice. Rosefield invents one new product & TWO top brands.
Five Hacks for Powerful Lead-Generating Guarantees
If a guarantee is supposed to place risk on your business, but it doesn’t feel risky… Then it’s not doing its job.
Ryan’s 2024 Predictions for Residential Home Services
Last year, I predicted 3 things that all came true. Now let's talk about obstacles and opportunities in 2024.
Finding, And Using, Unleveraged Assets
An unleveraged asset may seem insignificant to you, but for potential customers it can be a tipping point.
Playing the Long Game: How Patience and Openness Led to Tetris’ Triumph
He built a video game, gave it away, waited, and then became wealthy.