How Many Pancake Restaurants?
Specializing creates your position at the top of a small list rather than competing in a bigger (harder) list.
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
6 ways to supercharge personal endorsement ads
Two categories: live reads and true personal endorsements. One is much more effective.
Branding, Like Cattle
Not allocating proper resources risks turning your brand into a temporary tattoo: easy, fun, and painless but fleeting.
Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Futuristic Game for the Ad Masters
You can't rely on the same old tricks to get attention. So what does the future of advertising really look like?
Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.
Dominate Your Market Like Rolex — 4 Powerful Branding Lessons
Who are you NOT for? Who do you NOT want as a customer?
Military-Grade Persuasion for Your Branding
4 factors of messaging that make rivals clutch their pearls and whine at their inability to effectively counter you.
Classical Conditioning: Pavlov’s Dog in Advertising
How to get attention? Simple. Speak to the dog in the language of the dog.
Happy Happy, Joy, Joy
Whether cartoons or ads, magical things are created when geniuses are given complete creative freedom.
Make the Invisible Visible — What Van Halen Can Teach About Branding
Apple earphones are white. Christian Louboutin features red soles. Is your brand that visible?
Hear, See, Speak No Advertising
We encounter 5,000 ads on a daily basis. Can you opt out? Or can you rise above the sea of sameness?