How to Calculate Your Mass Media Branding Budget
A great media buyer can make a smaller budget bark like a bigger one, but you still need to spend according to growth goals.
Personality Prescription, Part 10 – The Company Spokesperson
People don’t expect you to be a polished professional. They do expect you to be sincere and to tell them the truth as you see it.
Character, statues, and a promise no one else will make
"Do you know what you're selling?" "Custom-made furniture." "God no. That's the product. You're selling nostalgia."
Making a Fortune With Magical Thinking
The prop “blaster” wielded by Harrison Ford in Star Wars just sold at auction for $1,057,500. Why? Emotional Attachment.
What Spartan Women Can Teach Us About Advertising
Chroniclers say their goodbye was a short, “with it or on it.” The “it” was the Spartan shield.
Do Annoying Commercials Accomplish the Right Goals?
Obnoxious ads get people to know who you are, but they neither develop fondness nor instill trust in your brand.
Accelerated Branding through Slang, Cheap Psychology, and Earworms
By tapping into the power of tribe and self-identity, GGT spiked brand awareness and sales for Toshiba.
10 Most Common Mistakes in Marketing (Home Services Edition)
With so much conflicting information, how can you avoid royally screwing up your business? Start here.
Time to do the Opposite
My first reaction was, “Who does this?” It doesn’t make sense… until you really digest what’s transpiring. This applies in business just as well as sports.
Higher Margins & Elevated Messaging
Sell to people who see you as their first and best choice, and your premium pricing will be gladly accepted as “reassuringly expensive.”
James Watt – The marketing story of horsepower
Cars are marketed today using the term horsepower. Find out why James Watt invented the term and how it helped.
Improve Sales Effectiveness & Company Culture With One Simple “Hack”
It’s important for you to seem like the same company in-person as on air.
Transactional vs. Relational Shoppers
Transactional shoppers illustrate lower average sales and closing ratios, and smaller profit margins.
Fox 40 – From referee to whistle entrepreneur
They all go, “Can I buy one?” Now he doesn’t say, “Oh, I haven’t made it yet.” He says, “Nope, they’re on backorder, but I can take orders.”
Personality Prescription, Part 7 – Company Culture
As each company grows, employees observe and work out the actual rules of survival for their job.