Fables are Better than Facts
If all you do is list facts, you've created a documentary... not an advertisement. Advertisements are made to persuade.
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?
Do Your Ads Romanticize What Your Customers Actually Want to Buy?
“The customer rarely buys what the company thinks it's selling him.” — Business Management Legend, Peter Drucker
Be Who You Are — A KFC Case Study
The Colonel was seen as old, outdated, and associated with the old south. Tragically unhip for a newer, younger audience.
But What About the Rest of Us?
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
Brand Loyalty and the Chamber of Secrets
Measuring brand loyalty includes involvement, price worthiness, emotional value, social value, brand trust, satisfaction, commitment, and repeat purchase.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Are you Brand Handicapped?
Big corporate entities have warped the definition of Brand. Why? To handicap their competition. Which is you. The little guy.
Branding “Cheat Codes” for Explosive Growth
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.
Survival Mode And Buyer Archetypes
The answer is to get better at identifying and closing more sales of both Transactional Shoppers and Relational Buyers.
Every Day Is Election Day For Your Brand
Are you guilty of voter suppression? I’m not referring to second Tuesday in November voters.
Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Personality Prescription Part 11 – You Should Be a Celebrity
The campaign we create around your values and personality will, like all good image advertising, continue to work better the longer we use it.
Brand it Like Bogie
Four simple-as-dirt branding lessons from Casablanca on how to become irresistible to customers & impervious to competitors.
The Secret to Changing People’s Minds With Advertising
There are at least three proven methods for changing people’s minds on even intensely personal and polarizing issues.