The Unfortunate Branding of Camp LeJ—e
Targeting is more expensive than brand-building. Here’s why.
Don’t Drink the Kool-Aid
Marketing Heads insist “it’s a numbers game” and standardize campaigns to reach more people, neutering creativity in the process.
The Itch Which Must Be Scratched
Every human comes into the world with a hunger for answers to the 4 Big Questions. Great ads speak to them.
Lead Generation and Demand Generation: What’s the Difference?
"Advertising is a tax we pay for not being remarkable.” So how do we become remarkable?
How the World’s Best Brand Creates Generational Loyalty
The techniques work because they tickle the human brain in just the right way.
The Frame Game — If You’re Not Playing, You’re Losing
Don’t hide from your downside. The best thing you can do is to reframe the negative.
Differentiated vs Distinctive
Becoming distinctive can actually be much easier and less expensive than the cost to differentiate…
Warren Buffett on the Importance of Branding In 2023
If and when the economy turns south, you’ll be tempted to cut advertising costs.
The Biggest Lesson AI Can Teach You About Branding
Psychologists were studying human-AI interactions and came across this fascinating pattern.
Why You Want Your Branding Ads to Reach EVERYONE
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.
Where the Heart Goes, the Wallet Follows
We're taught to think of customer relationships as something entirely different from personal relationships. And that's silly.
Why 60 Is The New 30
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
Self-Image and Advertising
You want them asking: What kind of person am I, and who would that person hire or trust in this situation?
9 Common Branding Mistakes
Unless your ads sound, feel, and look different from everyone else’s, you’re doing it wrong.
Simple, True, Distinctive, and Sticky
You’re probably expecting something else from a “greatest of all time” beer campaign. Here's why it worked.