What happens when you break a promise…
What are they doing? Lying to their customer. Because they have zero intent to be there the next day.
Some People Say Our Ads Are Annoying. What Now?
Indifference is the killer. Irritation is just evidence that somebody's paying attention.
What Separates Ethical Persuasion From Manipulation
If you don't believe in it, for the love of God, don't try to sell it.
Be Different. Just Like Everyone Else.
I’m not trying to bum you out. I’m trying to amplify how important this stuff is.
The Alchemy of Virality: Make the Viewer the Hero
Most people are merely chasing the trappings of viral content, not creating anything new.
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
You already know what this is
McDonald's had bravery on this that if people didn't figure it out, somebody would tell them.
The Future of Creativity: AI, Art & the Heart
AI can emulate the habits of the greats. But does it say what they would have said? Does it move you?
You Can’t Handle Different
You want a breakthrough idea that a focus group approves. That's not truly different.
Why this AMAZING ad doesn’t land…
It made you feel like you were listening in, which hits you differently.
The Attention Equation: Story, Trust & Timing
Most owners do this backwards. Humans love to reciprocate, so start by giving a gift.
Why Great Brands Are Unreasonable
Most people have no idea the Pirelli calendar exists. That may be part of why it works.
Don’t Let The Legal Department Kill Creativity!
They make you as bland as possible to snuff out any chance of going to court. But the edge is what made it funny.
Is Everything Better with Pepsi?
The campaign does something important. It says I'm honoring your likes and your loves.
Why this Campaign Absolutely Dominated!
If you proposed "We're only ever going to change one word," most leaders would guffaw.