Finding, And Using, Unleveraged Assets
An unleveraged asset may seem insignificant to you, but for potential customers it can be a tipping point.
Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.
Ad Messages We All Never Wanted
10 things you shouldn't say in your ad messages. They’re lousy, and they should have never, never, never met the stamp of approval.
Uncertainty, Fear, and Solid Business Growth in 2024
An uncertain buyer never says yes, and we're in uncertain times. How specifically can you overcome that?
Brand Like a Wizard, Market Like a Mouse
What makes Disney World magical? Here are 3 lessons you can apply to turn customers into loyal fans.
Why You Probably Don’t Have a Brand — Even If You Think You Do
You can have a name, logo, brand colors, uniforms, and all that jazz, but without this one thing, you don’t have a brand.
The Gentle Art of Selling Sans Fear: A Nod to FUD and Beyond
Replace Fear, Uncertainty, and Doubt in your business with a more sophisticated and sustainable approach.
Beyond the Laugh: Crafting Ads that Capture Attention and Form Bonds
Which is the bigger risk: offending a few people with a joke, or going unnoticed by everybody?
Craft The Face Your Customers See, Connect Through Personas
Understand when to use a mascot, spokesperson, celebrity endorsement, and a game-changing 4th option.
Answering a Competitor’s Killer Campaign
Ries and Trout famously advised challenger brands to “find the weakness in your competitor’s strength.”
Your Company Is in a Relationship, And It’s Complicated
The customers won with a single flashy pick-up line often don’t stay long.
Symptoms of Selling Your Soul
If down in your soul your marketing is “cringy”, it's time to confess and resolve to make amends.
The Perfect Ad Campaign That Failed
The four reasons why good ad campaigns turn into failed ads. And one campaign that was disastrously successful.
What is the Most Direct Cause of Customer Loyalty?
Don't settle for mere Transactional Loyalty on price, ease, and quality. You need Relational Loyalty to get rich.
(Anti)Predictions in Marketing for 2024
We love stories of the next big thing. But the “thing” is rarely next…or big. So what will be true next year?