An interview with a small business that applied the Wrigley formula
He does not sell gum. He sells used RVs and he applied the lessons from Wrigley’s and is growing like crazy.
“Emotional” Doesn’t Mean What You Think It Means
“Emotional campaigns are 30% more likely than rational campaigns to show large profit effects" — Binet & Field, The Long and Short of It
They wanna lock up Big Don
Donny is so popular in his town folks set up a Facebook page in his honor. The old woman next door doesn’t like him. Actually, she hates him.
The birth of Play-doh. A cleaning agent becomes a toy.
Observing how your customer is using your products can lead to new product ideas and maybe even save your company.
Should an Upwardly Mobile Zebra Shed Its Stripes?
Successful marketing, getting your company noticed, requires behavior that's not only risky, it runs counter to instinct.
Magical Thinking, Branding, and Chevy’s Christmas Ad
Your love for this small piece of commercial art, which you’ll likely share with others, can’t help but partially rub off onto Chevy.
Advertising is like cooking an egg
In an environment where results are needed immediately, microwaving your marketing might be the option. But it’s not the most ideal.
Persuading Individuals vs. Persuading the Crowd — Why Not Both?
We are social creatures, and what others think and believe profoundly affects what we think and believe.
Get rid of all the bells and whistles. The Birth of the Sony Walkman
It lacked all the things people wanted but gave them one thing they had not thought about. And a star is born.
Put me in Coach, I’m ready to play
Are you doing it for the love of the game or some other reason? Without love, your customers feel it, employees abandon you, and competitors sense weakness.
Zen and the Art of Persuasion. Part 3 of 3
People avoid risk on three levels. The biggest risk is that they’ll purchase the wrong solution – that they’ll have spent the money and still have the problem.
Customers Of The Month gave me something I never expected
After six months, employees were recognizing each other with little compliments. Staff retention was rising. Sales were up 43% at the end of the year.
How to marry brick and mortar with online retailing. The Canada Goose way.
Canada Goose is the second fastest-growing luxury brand in the world.
The Poet and the Engineer
I was an engineer for most of my life. Engineers think logically and rationally but they can't stir desire like a poet. Are your ads written by the poet, or the engineer?
Winning the War for Talent – An Advertising Strategy for Service Companies
This is why character and story-driven advertising not only accelerates branding success, but recruiting success as well.