This campaign was ALMOST perfect
They're good billboards, but they could have been so much better.
Why Most Brands Fail to Connect
Without personality or story you don't have a brand. Sadly, all you have is a company.
Why Customers Don’t Believe You Even When You’re Honest
Potential buyers listen and nod, but still hesitate when trust hasn’t had time to form.
How to Build a Remarkable Brand They’ll Never Forget
You can't copy anybody. You have to see the angel in the marble.
The Truth About Storytelling and Why It Beats Objections
Our entire biological structure is uniquely built for stories.
Rebranding: When Panic Wears a New Logo
Double-check that it's good for you and not good for that person's billable hours.
The Phone Is Ringing Less This Year For Everyone
Something has changed for a lot of companies. Buyers are hesitant.
Why Company Culture Is Your Most Powerful Marketing Asset
What do employees believe in their heart about the company? That's your culture.
Trust Is Already Deciding Your Prices (You’re Just Not In The Room)
Low-trust businesses pay a kind of tax for being low-trust.
Win Attention and Trust with Vulnerable Ads
Say something significant, maybe embarrassing, but don't make anybody feel creepy or awkward.
Busy, Booked… and Still Broke
My explanation to a home services company with record call volume & jobs completed, but shrinking profit.
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.