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.
The Genius Behind Allstate’s “Mayhem” Campaign
These actually are using fear, but the crazy ass personification allows it to be comedy.
Shared Suffering: The Missing Ingredient in Customer Loyalty
How do we share suffering? That’s easy: Identify your common enemies.
Why this Nike Ad was actually a FAILURE
It was brilliantly written and exquisitely produced. But they forgot who usually buys Nike.
The Unignorable Jingle: Win Hearts & Customers in 8 Seconds
Brevity and memorability make them effective in social media, TV, and radio.
Why Do Your Ads Sound Like a Lecture?
The only education your ad should deliver is why the customer should give a damn.
How Uber Eats Pulled Off One of the Smartest Ads in Years
It's a shared experience everybody has gone through so people feel something.
Be Known Before You’re Needed: The Secret to Better Marketing
Slow and steady wins. Leads don’t get 100 quotes if they have a name they trust.
Brand Ads: Brilliant Long Game or Bottom-Line Killer?
Do brand ads actually work, or are they just smoke, mirrors, and Madison Avenue charm?
The Most Powerful Part of Your Story Is the One You Don’t Tell
The best writing knows that persuasion isn’t about pressure. It’s about resonance.
NIKE ads are finally good again!
They remembered their core audience and spoke to the passion and emotions involved.
Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.