Fundamental Forces of Business – Part 4
Harley Davidson's use of the Strong Atomic Force earned them $360 million last year -- not on bikes -- on branded merchandise.
A Powerful Branding Lesson From an Off-Color Joke My Mom Told Me
Two southern college coeds meet up for lunch during summer break after a year away...
Fundamental Forces of Business – Part 3
Nike’s “Dream Crazy” ad is a great example of electromagnetism. While some people hated the ad and burned their Nike gear, others embraced it.
The PROPER Way to Advertise a Sale
Brand building requires deliberate, diligent, dedication. And when it’s time for a sale… go big, or skip it entirely. No middle ground.
You have twins in your head
At the end of structured education, our brain is a bodybuilder who only does curls with his left arm.
Fundamental Forces of Business – Part 2
This technique is used by many who think they understand advertising. It can turn a person into a customer, but only a weak one.
Putting Funny Ads To Work For Your Boring-Ass Business – Pattern Interrupt
When you shatter a pattern, their meat-computer snaps into focus.
Super Bowl Advertising vs. Your Advertising
Even guaranteed attention fizzles with a dud ad, while completely disinterested audiences can be won over with high-impact advertising.
Learning from the Legends: Yes, Virginia, It Really Is That Simple!
Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May”
Cowards, Cow-words and tails between your legs
Are you writing ads with your tail between your legs? If you’re not acting like the young bull with nothing to lose, someone else is.
Distinctiveness vs. Differentiation vs. Bonding
Branding aims at de-commodification: getting the customer to see you as the better, worthier option. And there are three ways of pursuing this goal.
Secrets of a genius storyteller
Learn from the great Ronnie Van Zant from Lynyrd Skynyrd. Appeal to your audience by speaking to them in their language.
Should an Upwardly Mobile Zebra Shed Its Stripes?
Successful marketing, getting your company noticed, requires behavior that's not only risky, it runs counter to instinct.
Advertising is like cooking an egg
In an environment where results are needed immediately, microwaving your marketing might be the option. But it’s not the most ideal.
Zen and the Art of Persuasion. Part 3 of 3
People avoid risk on three levels. The biggest risk is that they’ll purchase the wrong solution – that they’ll have spent the money and still have the problem.