Don’t Hate Me Because I’m Beautiful!
She thought the line was so ridiculous she nearly left the audition. But it created P&G’s first billion dollar brand in hair care.
Divide Your Marketing Budget Into Air, Land, and Sea
Air is the airwaves (radio and TV). Land is outdoor, print, etc. Sea is online, where surfing happens.
Showing Up — And Why Your Ads Might Not Be
Emotional Campaigns outperform Rational Campaigns by 5X. And campaigns that create fame are even more effective.
How To Grow In a Down Market
There is only one way to grow when the market starts tanking: grab more market share. And to do that, you need to boost your Share of Mind.
Recruiting with radio and influencers. You’ll find hidden gems. I found myself.
I didn’t hear the ad, wasn’t looking for a job, and didn’t like that station. But maybe...
Effective Marketing on a Budget
The common shotgun style approach may actually hurt your business growth if you are working on a limited budget.
The Unfortunate Branding of Camp LeJ—e
Targeting is more expensive than brand-building. Here’s why.
The Itch Which Must Be Scratched
Every human comes into the world with a hunger for answers to the 4 Big Questions. Great ads speak to them.
Why You Want Your Branding Ads to Reach EVERYONE
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.
Why 60 Is The New 30
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
9 Common Branding Mistakes
Unless your ads sound, feel, and look different from everyone else’s, you’re doing it wrong.
3 Fundamental Misperceptions About Local Advertising
Number One: Assuming you have to rationally explain why you’re better than the competition.
For Everything Else There’s — Perhaps the Most “Priceless” Ad Campaign of the Last 25 Years!
Repetition-Break ads are more creatively awarded, and, yes, creatively awarded ads create better ROI.
Doritos, Brand Codes, and that Super Bowl Ad
Why would Doritos pay $12 million to waste, like, 55 seconds NOT showing the product? The answer is Brand Codes.
The 3 Most Important Advertising Charts You’ll Ever Lay Eyes On
Chart 3: Why small companies and large companies require opposite media strategies.