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?
Predictability: The Silent Assassin of Storytelling?
In marketing, like any other story, you need the courage to take the risks necessary to create something truly memorable.
Can You Afford to Use Mass Media? Can You Afford Not To?
Here’s how to tell, and where you'll find the tipping point in most markets.
The Science Behind Successful Advertising
Many are seeking a perpetual motion machine for generating leads. But that violates Newton’s first law of thermodynamics.
Supercharging Your Sales Persuasion With Universal Appeals
First agitate. Then when you present the solution, offer it up as an ideal solution for special people, just like your prospect.
Taglines vs. Positioning Statements vs. Brandable Chunks
Brandable chunks are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
How to Write Your Business Narrative
Use AI if you want your message to sound exactly like everything else published on the internet last week.
Are You The SAFE Choice? Or, How One Weird Trick Boosted Sales by 30%!
The safe, easy choice wins out over the potentially better choice that carries more risk.
People Don’t Care About You, They Care About Them — Unless…
As a social species, we’re hardwired to care about each other — so long as you (or your brand) are part of their tribe.