Direct Response Vs. Branding – The Real Difference
WHO are you talking to, and WHEN are you talking to them? That’s the essential difference between Direct Response (DR) and Branding.
Snatching Defeat from the Jaws of Victory
Every customer who was going to buy from you, but who then decides to take his business elsewhere represents far more than a lost sale.
How to Let Your Customer See You 3D
Brandable chunks are memorable, micro-differentiators. They are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
Gold Laughs at Stocks and Bonds
Gold, for thousands of years, has been the world’s only truly secure investment. The economy ebbs and flows, like the tide. It always has. It always will. But gold is like the Rock of Gibraltar.
The Modular Marketing Magic of Brandable Chunks
Done right, Brandable Chunks will shape and reframe how people perceive your company. Just like they changed a behind-the-times whisky into a badge of masculinity and tradition.
Collaboration in Campaign or How Fudd became Bud
Sometimes in creative corners, collaboration is a four-letter word, like “Nyet.” But, recognizing a good idea and building on it is a resounding, “Da” (Sounds like DUH.)
Cookie Wisdom
The message came in a fortune cookie. In tiny capitals it shouted, “BUY THINGS BECAUSE YOU NEED THEM, NOT BECAUSE THEY ARE ON SALE.”
Super-Hero Advertising — The Power of Your Genesis Story
Starting with Superman and extending to every superhero thereafter, every character “launches” with an origin story.