Be Who You Are — A KFC Case Study
The Colonel was seen as old, outdated, and associated with the old south. Tragically unhip for a newer, younger audience.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Branding “Cheat Codes” for Explosive Growth
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.
Every Day Is Election Day For Your Brand
Are you guilty of voter suppression? I’m not referring to second Tuesday in November voters.
Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Personality Prescription Part 11 – You Should Be a Celebrity
The campaign we create around your values and personality will, like all good image advertising, continue to work better the longer we use it.
Brand it Like Bogie
Four simple-as-dirt branding lessons from Casablanca on how to become irresistible to customers & impervious to competitors.
The Secret to Changing People’s Minds With Advertising
There are at least three proven methods for changing people’s minds on even intensely personal and polarizing issues.
Chaos is a pattern
The chaos of advertising is a repeatable success formula when you know how to identify the patterns. The real issue is what is said.
The sun sets at quarter past seven on the sixth day of September
My ex-business partner didn’t understand the food was secondary to the view.
Personality Prescription, Part 10 – The Company Spokesperson
People don’t expect you to be a polished professional. They do expect you to be sincere and to tell them the truth as you see it.
Character, statues, and a promise no one else will make
"Do you know what you're selling?" "Custom-made furniture." "God no. That's the product. You're selling nostalgia."
Do Annoying Commercials Accomplish the Right Goals?
Obnoxious ads get people to know who you are, but they neither develop fondness nor instill trust in your brand.
10 Most Common Mistakes in Marketing (Home Services Edition)
With so much conflicting information, how can you avoid royally screwing up your business? Start here.
Once upon a time…
Great stories have three principal roles: hero, victim, and villain. These roles need to be filled: Prince Charming, Stepmother, and Cinderella.