Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.
Are You Paying for Too Much for the Wrong Keywords?
Cheaper branded keywords not only have higher clicks and conversions, they also have higher average tickets.
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.
Strategic Giving: A Guide for Local Businesses
If I ask you how many charity dollars you have left, and you don’t know, you are digging a dark hole.
Dominate Your Market Like Rolex — 4 Powerful Branding Lessons
Who are you NOT for? Who do you NOT want as a customer?
MYTH: Everyone goes to Google first
Empty your bank account and give it all to Google. The click still goes to the known brand 8 out of 10 times.
Military-Grade Persuasion for Your Branding
4 factors of messaging that make rivals clutch their pearls and whine at their inability to effectively counter you.
When Good Advertising Advice Conflicts — And How to Reconcile It
Buyers want to hear what's in it for them. They also need to know “why can I trust you?”
The Wooing of Lifelong Customers
Jail time or love? It all depends on if you skip these steps.
Make the Invisible Visible — What Van Halen Can Teach About Branding
Apple earphones are white. Christian Louboutin features red soles. Is your brand that visible?
Hear, See, Speak No Advertising
We encounter 5,000 ads on a daily basis. Can you opt out? Or can you rise above the sea of sameness?
Why Branding Is the Cheat Code for Long-Term Growth
You'll eventually reach a point where you can no longer grow based on short-term advertising alone.
Predictability: The Silent Assassin of Storytelling?
In marketing, like any other story, you need the courage to take the risks necessary to create something truly memorable.
Can You Afford to Use Mass Media? Can You Afford Not To?
Here’s how to tell, and where you'll find the tipping point in most markets.