Story Appeal, Attitude, and Branding
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
McMann & Tate: Worst Ad Agency Ever
Howard McMann once said of his partner, “He’s slippery, he lies beautifully, and he has a great head of hair.” Legend has it, Tate once told a subordinate “If the client loves it, I love it! If the client hates it, I hate it!”
Mistakes aren’t wrong. Wrong isn’t a mistake.
Makers of ads push their chairs back and say “yeahhh…now that’s smooooooth.” …while your customer sliiiides right off.
Radio’s Missing Creative Revolution
Radio never teamed up copywriters with sound producers to create great ads that pushed Theatre of the Mind to full effect and that were more than the sum of their parts.
Good For Sheep, Bad For Business
Sheep are best known for their strong flocking (herding) and following instinct. They will run from what frightens them and band together in large groups for protection. This is the only protection they have from predators.
The High-Impact 10X Advantage; Share of Voice vs. Share of Mind
What if you broadcast a flaming, un-ignorable ad that hits people between the eyes?
What Advertising Can & Cannot Do
If your message is relevant, memorable and delivered frequently customers will come. And the better your message and media strategy, the more and more customers will come.
Substance Over Style
Every ad has style and substance, cheese and meat. Most ads are cheese because ad writers are rarely given meat. Style cheese includes layout, angle, tone of voice and hyperbole. Substance meat is provable fact and concrete detail.
For All Your (Fill in the blank) Needs
When we hear cliches (and believe me, “For all your ____ needs” is the worst kind of adspeak) our minds simply switch off; we ignore them.