Piña Coladas & Persuasion
This is what separates the heroes from schmoes in branding: The ability to use entertainment & humor to drive home the message, rather than obscure it.
I stand against best practices because it locks you into a way of thinking. You do not defeat the leader by following their playbook.
Because his commitment was to the customer, and because he never blinked, people said, “Oh, I like that guy. He’s on my side."
Asking you silly questions like the tastes and smells of products opens the real question. How does your product make customers FEEL?
Jeff Bezos said it’s really very simple. Will people ever say, “I wish I’d paid a higher price for this?”
We’ve been conditioned - when they stick out their hand out and say “trust me,” we grab our wallets and run the other way!