Cadillac’s SEXY Brand Revival Strategy
It takes vulnerability and bravery to address and dismiss like this, which is why it's not done that often.
Targeting is the “Only Way” to Advertise
Is mass media a farce? Maybe. Or is there another way to get the right people to do what we hope them to do?
The EASY Way to Win People’s Hearts!
The silhouettes and story worked wonders. You know something's a big deal when it's spoofed on Family Guy.
Advertising Doesn’t Affect Me “I am immune to it”
90% of advertising is rubbish and most ads don't work because the writing and the distribution are wrong.
This LEVI’s Campaign did SEXY, their way!
The marketplace that was not excited and the price point was too high. They ran this ad and it blew the doors off.
How many customers do you gift away?
Forget gifts or incentives. Instead, focus on rewards for loyal customers.
You WON’T Believe This Forgotten Apple Ad!
You remember the 1984 ad. They tried a similar formula in 1985 and it flopped. Why?
Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
Building Your Culture is Your Brand
What sets exceptional companies apart? The story. The people. And every customer interaction.
Achieving Branding on the Brain
I’m always going to believe in the power of sound to resonate and provoke a response months and years down the road.
Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.