Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Brand it Like Bogie
Four simple-as-dirt branding lessons from Casablanca on how to become irresistible to customers & impervious to competitors.
The Secret to Changing People’s Minds With Advertising
There are at least three proven methods for changing people’s minds on even intensely personal and polarizing issues.
Chaos is a pattern
The chaos of advertising is a repeatable success formula when you know how to identify the patterns. The real issue is what is said.
Rolls Royce – Selling just the Brand.
Bentley and Rolls Royce. You’ll be shocked when you learn what was sold, licensed, and protected. An epic story of Brand.
The sun sets at quarter past seven on the sixth day of September
My ex-business partner didn’t understand the food was secondary to the view.
The House with the Good Candy
A recent study found that a whopping 90 percent of parents get their kids’ input before buying something.
Personality Prescription, Part 10 – The Company Spokesperson
People don’t expect you to be a polished professional. They do expect you to be sincere and to tell them the truth as you see it.
Character, statues, and a promise no one else will make
"Do you know what you're selling?" "Custom-made furniture." "God no. That's the product. You're selling nostalgia."
Making a Fortune With Magical Thinking
The prop “blaster” wielded by Harrison Ford in Star Wars just sold at auction for $1,057,500. Why? Emotional Attachment.
What Spartan Women Can Teach Us About Advertising
Chroniclers say their goodbye was a short, “with it or on it.” The “it” was the Spartan shield.
The Only 3 Things Any Buyer Actually Cares About
Your client’s satisfaction is not a function of how much they like your product.
Do Annoying Commercials Accomplish the Right Goals?
Obnoxious ads get people to know who you are, but they neither develop fondness nor instill trust in your brand.
The dark side of business is a villain
In the pursuit of money, people do terrible things. That’s not you. But the darkness that clouds the community lingers through your life.
Nespresso – 400 Nespressos drunk every second
It failed twice even though it was cheaper and produced better quality coffee. It took glamour to finally create a successful launch.