The Quiet Power of Luxury Branding
It’s about patience. Identity. Emotion. And telling a story so compelling that people justify the purchase to themselves.
Got Milk? Commercial
Our minds fight factual claims almost the way our body fights a virus. So we wrap it in entertainment.
How Great Brands Turn Customers Into True Believers
The more powerful the attraction, the more powerful the repulsion. Choose who to lose.
How Loblaws Sold a Feeling, Not Food…
It's the frame of mind of the customer. Loneliness. What's the aspiration they want to have? Connection.
Why Most Brands Fail to Connect
Without personality or story you don't have a brand. Sadly, all you have is a company.
Why Customers Don’t Believe You Even When You’re Honest
Potential buyers listen and nod, but still hesitate when trust hasn’t had time to form.
How to Build a Remarkable Brand They’ll Never Forget
You can't copy anybody. You have to see the angel in the marble.
The Truth About Storytelling and Why It Beats Objections
Our entire biological structure is uniquely built for stories.
Rebranding: When Panic Wears a New Logo
Double-check that it's good for you and not good for that person's billable hours.
What separates Hokey from Funny in advertising
If you're not remarkable and you have a small budget, you're usually invisible.
Why Company Culture Is Your Most Powerful Marketing Asset
What do employees believe in their heart about the company? That's your culture.
Trust Is Already Deciding Your Prices (You’re Just Not In The Room)
Low-trust businesses pay a kind of tax for being low-trust.
Win Attention and Trust with Vulnerable Ads
Say something significant, maybe embarrassing, but don't make anybody feel creepy or awkward.
Busy, Booked… and Still Broke
My explanation to a home services company with record call volume & jobs completed, but shrinking profit.
Porsche – The sound says it all
There's almost no copy in this. But it still speaks directly to the heart of their tribe.