Birkenstock’s 250-Year Journey to a $7 Billion IPO
People found them profoundly ugly. Now they're in the Barbie movie and on runways.
What is Dr. Pepper Doing Wrong
It is now number 2 in the cola space but you wouldn't know it from the museum.
Darling, you do have style
I love writing distinctive copy for all my clients. But this one is interesting. Nobody suspects I'm that voice.
Why 1950s Advertising is STILL Relevant Today
Ogilvy almost left Rolls-Royce defeated, but 1 comment changed everything.
Walmart – Big Dreams for Small Towns
After JCPenney, Sam saw that rural America had to travel too far.
AI is OK
AI is right for your business, if you don't think your business is terribly special.
When Big Guys Get Loud, Small Businesses Should Listen Quietly
In smaller companies, fear isn’t just bad strategy — it’s toxic.
How Adidas Fumbled the Message With “You Got This”
It starts brilliantly. But by the end it's a participation ribbon.
Wonka’s Tale of Risk, Failure, and Nerds
The movie was originally a flop, but they kept taking chances.
The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it's 33,320. Just shy of a 50% decline. How? Why?
Sell the Summit: How Rolex Markets a Premium Brand
Their endorsements helped, but it goes far beyond that.
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Classic Advertising Tricks That STILL WORK Today!
People still remember this jingle after 54 years due to the power of echoic retention.
Secret Ingredients: Free Cookies. Brutal Honesty.
Discounts are dangerous but free isn't. Nobody expects a second one for free.
Dirty Dough’s Recipe for Market Disruption
In 3 years Bennett was at 450 franchises sold despite 1 lawsuit and 0 experience.