Porsche – The sound says it all
There's almost no copy in this. But it still speaks directly to the heart of their tribe.
Selling to Walter Mitty: People Buy Who They Want to Be
How do I see myself, and how can I announce it to the world?
How To Die From Advertising: One, Zero, Minus One
Experiences of delight or disappointment are the only times people will tell their story about you.
Why People Buy: The Emotional Triggers Behind Every Sale
I can't put the need in your heart, but I can speak to the need.
Marketing, Marriage, And The Trust Equation
What rebuilding my marriage taught me about winning customers.
Marketing Has a Physics Problem
There are marketing forces you can't see. But they exist just the same.
We Got a Freebie
My own negligence, plus a plumber's generosity, demonstrate how to keep your customers loyal.
Brain Scans EXPOSE Samsung’s Brand Weakness
"The only evidence that Samsung users showed was reverse empathy for Apple."
Getting a Foot in the Door — Of Perception
How to move out of background clutter to be perceived and, more importantly, remembered.
7 Laws of Advertising: Why Storytelling, Emotion, and Clarity Still Win
Differentiate yourself. And don't worry about who approves.
Winning in Hard Times: Why Most Businesses Shrink and a Few Roar Back
When consumer sentiment tanks, buying becomes emotionally loaded.
They Thought Turning Vegas Into Disneyland Would Work…
You cannot be all things to everybody. You lose both sides.
The Risk of Insult is the Price of Clarity
If you say what people expect you to say, you're boring and your ads will never work.
Unmistakable: A Tale of Two Boots and Branding Done Right
If we invest in a status symbol, we want it recognized by others.
Marketing is about People
I know that doesn’t sound very revelatory, but hear me out. Great marketing makes people feel seen and heard.