Unmistakable: A Tale of Two Boots and Branding Done Right
If we invest in a status symbol, we want it recognized by others.
Making the Branding Math *Math* with Broadcast Radio
This ain’t theory. It’s math, hard data, and real-world results.
What Swatch Teaches Us About Price Wars
The Swiss watch industry had declined by two-thirds but they didn't just chase Seiko to the bottom.
Built to last. Advertise to accelerate. Run smoothly.
A simple plan for home‑service owners who want more quality leads.
Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
Reversing Declining Sales: Learning from New Balance’s Comeback Story
The new approach took 18 months but it kept improving.
Packaging Your Business So There Are Never Any Mistakes
Trusted packaging means we are going to feel good about what we buy.
The Power of Context: Why Some Ads Hit Harder
How owners evaluate ads differs from how buyers actually encounter them.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Are These the Greatest Corporate Ads Ever Made?
Whoever came up with this script is a total rock star.
You May Be Right, I May Be Crazy.
You'd be a lunatic if you ignored Google ads, or relied solely upon them. Here's a balanced and proven approach.
Combining Sales Activation and Long-term Branding
Get the split right, and you’ll escape the treadmill and grow year after year.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
THIS is how you get Referrals!
How a small roofing company increased referrals from 6% to 32% without resorting to bribery or begging.
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.