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.
A poem a day keeps the stagnation away
Ad Writers Guild students are instructed to read a poem every day. Forever.
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.
Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
The Genius Move Behind Sydney Sweeney’s Jeans Ad
Anytime you put an emotional campaign out there, you get lovers and you get haters.
Reversing Declining Sales: Learning from New Balance’s Comeback Story
The new approach took 18 months but it kept improving.
Packaging Your Business So There Are Never Any Mistakes
Trusted packaging means we are going to feel good about what we buy.
The Power of Context: Why Some Ads Hit Harder
How owners evaluate ads differs from how buyers actually encounter them.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Are These the Greatest Corporate Ads Ever Made?
Whoever came up with this script is a total rock star.
Combining Sales Activation and Long-term Branding
Get the split right, and you’ll escape the treadmill and grow year after year.
Struggling with prices?
You can follow the pricing of others. But you'll never become a leader when you're just one of the pack.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!