The Truth About “Creativity” In Advertising
In stark contrast to the notion of a “spoonful” of entertainment, most ads from highly successful branding campaigns are two-thirds to ninety percent entertainment.
Billboards, Outdoor, and Ambient Advertising
While billboards can be pricey, they’ve actually become a much better value over the last decade, with the price dropping compared to other forms of media.
Direct Response Vs. Branding – The Real Difference
WHO are you talking to, and WHEN are you talking to them? That’s the essential difference between Direct Response (DR) and Branding.
The Pros & Cons of Comparative Advertising
Should your ads directly attack your competition? Should they make direct comparisons between your product and service and the competitors?
How to Let Your Customer See You 3D
Brandable chunks are memorable, micro-differentiators. They are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
Gold Laughs at Stocks and Bonds
Gold, for thousands of years, has been the world’s only truly secure investment. The economy ebbs and flows, like the tide. It always has. It always will. But gold is like the Rock of Gibraltar.
The Modular Marketing Magic of Brandable Chunks
Done right, Brandable Chunks will shape and reframe how people perceive your company. Just like they changed a behind-the-times whisky into a badge of masculinity and tradition.
Collaboration in Campaign or How Fudd became Bud
Sometimes in creative corners, collaboration is a four-letter word, like “Nyet.” But, recognizing a good idea and building on it is a resounding, “Da” (Sounds like DUH.)
Participatory Advertising & Traditional Media
The most powerful participatory ads are ones that force MENTAL participation from the audience. Ads that cause the audience to connect the dots themselves. To fill in the blanks.
Theatre of the Mind – Why Your Radio Ads Need It
With the right sound effects, listeners have no choice but to visualize the scene you set forth for them. It will be a purely reflexive, automatic reaction.
The Advertising Magic of Mirror Characters
The first two of the Three Little Pigs are mirror characters. You only appreciate the third pig’s success after witnessing the failures of the first two.
Wizard Chat # 4
Psychologists refer to it as "narrative transportation." If you can transport listeners into the story, the ad becomes more persuasive.
Super-Hero Advertising — The Power of Your Genesis Story
Starting with Superman and extending to every superhero thereafter, every character “launches” with an origin story.
Gert Boyle’s Success Secret for Owner-Operated Businesses
When a heart attack took Gert Boyle’s husband away from her in 1970, she found herself at the helm of a struggling outerwear manufacturer.
What Audience’s “See” In Their Mind’s Eye Matters
Once your imagination creates a vivid mental image, that image works its persuasive magic even if your logical brain says it's a joke or BS.