Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
Reversing Declining Sales: Learning from New Balance’s Comeback Story
The new approach took 18 months but it kept improving.
I Think I Swallowed An Elephant – The Author’s Story
After several bestsellers, Bryan's latest book goes deep.
Packaging Your Business So There Are Never Any Mistakes
Trusted packaging means we are going to feel good about what we buy.
The Power of Context: Why Some Ads Hit Harder
How owners evaluate ads differs from how buyers actually encounter them.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Is this the worst logo ever?
It breaks all the rules of design, yet the company holds a sizeable chunk of market share in Australia.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
How To Navigate The 3 Levels of Trust
If you want people to trust your business, you must trust them first.
THIS is how you get Referrals!
How a small roofing company increased referrals from 6% to 32% without resorting to bribery or begging.
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.
Darling, you do have style
I love writing distinctive copy for all my clients. But this one is interesting. Nobody suspects I'm that voice.
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Classic Advertising Tricks That STILL WORK Today!
People still remember this jingle after 54 years due to the power of echoic retention.
Trust = Brand Loyalty = $$$
15,000 people told the 2025 Edelman Report that brand trust matters as much as quality or price.