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.
What is Dr. Pepper Doing Wrong
It is now number 2 in the cola space but you wouldn't know it from the museum.
Man vs. Machine: Should AI Write Your Ads?
It is by definition derivative. What are other people saying? It'll say that too.
Why 1950s Advertising is STILL Relevant Today
Ogilvy almost left Rolls-Royce defeated, but 1 comment changed everything.
AI is OK
AI is right for your business, if you don't think your business is terribly special.
The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it's 33,320. Just shy of a 50% decline. How? Why?