Taglines vs. Positioning Statements vs. Brandable Chunks
Brandable chunks are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
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.”
Brand Codes: Lessons from a $65 Million Re-Branding Disaster
First, what the hell are brand codes? And how do they strengthen memory structures while increasing profits?
The sun sets at quarter past seven on the sixth day of September
My ex-business partner didn’t understand the food was secondary to the view.
How to “Pick Up the Pace” with Your Branding Campaign
Jingles, sound effects, or just interestingly pronounced phrases stick in our brains with amazing power and longevity.
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”
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.
Persuading Individuals vs. Persuading the Crowd — Why Not Both?
We are social creatures, and what others think and believe profoundly affects what we think and believe.
7 Modern Marketing Myths & Why They’re Dangerous Even When You’re Not Falling for Them
Following the zeitgeist is easy. Good branding is hard.
Learning From the Legends: The Ronseal Phrase
Don’t be deceived by the apparently artless, “just tell it like it is” nature of the ad. The slogan even made it into the Oxford Dictionary of Idioms and was repeatedly used by then-Prime Minister David Cameron.
Your First Year In Mass Media Branding: 12 Milestones and a Timeline
A roadmap for TV and Radio that works. If your ad campaign is conceived to get real traction, you’ll see these first four milestones within the first three to five months...
Traction, Rocket-Ship, or Earth Shaker? Does Your Branding Have One, Two, or Three Keys to Success?
Heck, even one out of three is enough to get traction. But a trifecta is the stuff of legends.
Making and Breaking Patterns For Fun & Profit
Before the launch of the campaign, Absolut sold just 20,000 cases annually in the U.S. By 2008, they were selling 11.8 million cases per year.
10 Basic Truths of Advertising, Part Deux
The things we are hardwired to find unignorable and “fascinating” involve the (mostly social) triggers first discussed and popularized by Sally Hogshead.
Learning from the Legends — MacManus and The Penalty of Leadership
Too often inexperienced copywriters and advertising clients want to persuade with copy points — with information being pushed at the reader.