The Most Controversial Part of Marketing
It’s not really controversial… but marketers don’t seem to like to do it.
Demonstration Ads — Part Deux.
Demonstration ads are like testimonial ads. They demand more of the advertiser and the creative team, but they're persuasive magic.
Cowards, Cow-words and tails between your legs
Are you writing ads with your tail between your legs? If you’re not acting like the young bull with nothing to lose, someone else is.
Coke – they already had an empire, but…
No matter how big you are, no matter how much you spend, and even if you are the best marketers on the planet; you cannot bend the consumer to your will.
Learning from the Legends: What Can’t be Questioned?
Immediately following the launch of the Mr. Whipple campaign Charmin displaced Scott as the #1 brand in America.
Gaggia Espresso Machines had a problem
This is a lesson of overcoming resistance to new innovations. What to do with unwanted oily film? The answer built an empire and even changed how fine espresso is judged.
Distinctiveness vs. Differentiation vs. Bonding
Branding aims at de-commodification: getting the customer to see you as the better, worthier option. And there are three ways of pursuing this goal.
The Biggest Waste in Advertising (a Case Study)
Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a river defy gravity.
An interview with a small business that applied the Wrigley formula
He does not sell gum. He sells used RVs and he applied the lessons from Wrigley’s and is growing like crazy.
“Emotional” Doesn’t Mean What You Think It Means
“Emotional campaigns are 30% more likely than rational campaigns to show large profit effects" — Binet & Field, The Long and Short of It
The birth of Play-doh. A cleaning agent becomes a toy.
Observing how your customer is using your products can lead to new product ideas and maybe even save your company.
Should an Upwardly Mobile Zebra Shed Its Stripes?
Successful marketing, getting your company noticed, requires behavior that's not only risky, it runs counter to instinct.
Magical Thinking, Branding, and Chevy’s Christmas Ad
Your love for this small piece of commercial art, which you’ll likely share with others, can’t help but partially rub off onto Chevy.
Advertising is like cooking an egg
In an environment where results are needed immediately, microwaving your marketing might be the option. But it’s not the most ideal.
Persuading Individuals vs. Persuading the Crowd — Why Not Both?
We are social creatures, and what others think and believe profoundly affects what we think and believe.