Empire Builders: VW Beetle – Hippies Endorse THE German MAN
Designed by Porsche, commissioned by Hitler, marketed by a Jewish agency.
Fundamental Forces of Business – Part 3
Nike’s “Dream Crazy” ad is a great example of electromagnetism. While some people hated the ad and burned their Nike gear, others embraced it.
The Hybrid Persuasive Power of “Slice of Life” Campaigns
These are mini-dramas in which the efficacy of the product is semi-demonstrated, as testified by the main character.
Empire Builders: Burt’s Bees – The accountant was only?!?
They hired a 14-year-old to manage the books. This was before Clorox bought them for $925 million dollars.
Reason To Bond
You know my mother’s parents. Well, at least you know their type of people, because you can’t leave their house without being full.
Recipe for Success: Strategy First, Messaging Next, Creative Last
You'll need to follow either Pizza Hut or Rolling Stone. It depends on whether customers are wrong about you, or they're right.
Putting Funny Ads To Work For Your Boring-Ass Business – Pattern Interrupt
When you shatter a pattern, their meat-computer snaps into focus.
Super Bowl Advertising vs. Your Advertising
Even guaranteed attention fizzles with a dud ad, while completely disinterested audiences can be won over with high-impact advertising.
Fundamental Forces of Business – Part 1
Walmart is the richest retailer on the planet. They use the gravitational pull better than anyone else. But gravity is the weakest force.
Learning from the Legends: Yes, Virginia, It Really Is That Simple!
Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May”
Three Smooth Stones
Generosity is important to creating positive vibes for your business. And your time is more valuable than money. It’s a limited resource.
Cowards, Cow-words and tails between your legs
Are you writing ads with your tail between your legs? If you’re not acting like the young bull with nothing to lose, someone else is.
Learning from the Legends: What Can’t be Questioned?
Immediately following the launch of the Mr. Whipple campaign Charmin displaced Scott as the #1 brand in America.
Distinctiveness vs. Differentiation vs. Bonding
Branding aims at de-commodification: getting the customer to see you as the better, worthier option. And there are three ways of pursuing this goal.
The Biggest Waste in Advertising (a Case Study)
Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a river defy gravity.