Persuasion, Pre-Suasion, and the “Privileged Moment”
Changing prospects’ state of mind prior to asking more than doubled the success rate.
Value Proposition: Stand Out From The Competition
The only way you can have a clear message is if you speak the same language as your customers.
Advertising in Hard Times: 3 Quick, Easy, and Essential Lessons
If you continue to invest in long-term brand building through an economic downturn, you will overtake your competition.
Fables are Better than Facts
If all you do is list facts, you've created a documentary... not an advertisement. Advertisements are made to persuade.
Consumer Behaviour’s Reliance on Today’s Social Media
The real trick to winning on social media today is entertainment.
Labels are tattoos on your brain
The label is based on absolutes, like everything is binary: black or white, truth or lie, right or wrong.
Brand Codes: Lessons from a $65 Million Re-Branding Disaster
First, what the hell are brand codes? And how do they strengthen memory structures while increasing profits?
These dreams are made of these
Our son, not yet 16 years old, left home. He has a dream to play professional baseball. I love dreams, but they come with sacrifices.
Do Your Ads Romanticize What Your Customers Actually Want to Buy?
“The customer rarely buys what the company thinks it's selling him.” — Business Management Legend, Peter Drucker
Get the kid a Grammy
The batter flopped around on the ground like a salmon. Tyler, from shortstop, yells out, “Get the kid a Grammy. He’s acting the hell out of it.”
Be Who You Are — A KFC Case Study
The Colonel was seen as old, outdated, and associated with the old south. Tragically unhip for a newer, younger audience.
Brand Loyalty and the Chamber of Secrets
Measuring brand loyalty includes involvement, price worthiness, emotional value, social value, brand trust, satisfaction, commitment, and repeat purchase.
HOPE gets crushed when Despair uses a megaphone
The only advertising that gets customers immediately is through discounts. I’ve seen this picture before, and I don’t like the ending.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Personality Prescription, Part 12 – The Perils of Celebrity
It’s shocking how many reputational problems are the result of dumb decisions by the company spokesperson.