The Risk of Insult is the Price of Clarity
If you say what people expect you to say, you're boring and your ads will never work.
Unmistakable: A Tale of Two Boots and Branding Done Right
If we invest in a status symbol, we want it recognized by others.
Marketing is about People
I know that doesn’t sound very revelatory, but hear me out. Great marketing makes people feel seen and heard.
Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
The Power of Context: Why Some Ads Hit Harder
How owners evaluate ads differs from how buyers actually encounter them.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Combining Sales Activation and Long-term Branding
Get the split right, and you’ll escape the treadmill and grow year after year.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
How To Navigate The 3 Levels of Trust
If you want people to trust your business, you must trust them first.
THIS is how you get Referrals!
How a small roofing company increased referrals from 6% to 32% without resorting to bribery or begging.
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.
How Adidas Fumbled the Message With “You Got This”
It starts brilliantly. But by the end it's a participation ribbon.
The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it's 33,320. Just shy of a 50% decline. How? Why?
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Where Should You Spend Your Ad Dollars?
Big brands can be a dominant purchaser in every medium but small companies need to budget carefully.