Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.
Uncertainty, Fear, and Solid Business Growth in 2024
An uncertain buyer never says yes, and we're in uncertain times. How specifically can you overcome that?
Brand Like a Wizard, Market Like a Mouse
What makes Disney World magical? Here are 3 lessons you can apply to turn customers into loyal fans.
Ethos, Pathos & Logos: 3 Musketeers Of Persuasive Ads
Humans are complex and respond differently to all 3 types of persuasion. Let's break down when to use each.
Why You Probably Don’t Have a Brand — Even If You Think You Do
You can have a name, logo, brand colors, uniforms, and all that jazz, but without this one thing, you don’t have a brand.
Beyond the Laugh: Crafting Ads that Capture Attention and Form Bonds
Which is the bigger risk: offending a few people with a joke, or going unnoticed by everybody?
Craft The Face Your Customers See, Connect Through Personas
Understand when to use a mascot, spokesperson, celebrity endorsement, and a game-changing 4th option.
Your Company Is in a Relationship, And It’s Complicated
The customers won with a single flashy pick-up line often don’t stay long.
Symptoms of Selling Your Soul
If down in your soul your marketing is “cringy”, it's time to confess and resolve to make amends.
What is the Most Direct Cause of Customer Loyalty?
Don't settle for mere Transactional Loyalty on price, ease, and quality. You need Relational Loyalty to get rich.
Love Letter to the Forgotten: Intimacy of Analog
We miss the vinyl era because music back then was relational, not transactional. So what can we learn?
Stop Promising, Start Surprising: The Pivotal Tweak for Customer Loyalty
It's not what you say in the ads. It's all about what you leave out.
Unique Has To Start With “You”
If it looks and sounds like advertising, it’ll be tuned out faster than you can say, “Helpful, friendly staff members.”
The Myth of Marketing Specialists
Following the same path “your industry” follows guarantees you’ll blend into the competition. You need to break a rule or three.
Storytelling & Showmanship: How Memories & Experience Are Created
“Showmanship and storytelling don’t change objective reality, but they do change perceptual reality.” - Roy H Williams