“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
You already know what this is
McDonald's had bravery on this that if people didn't figure it out, somebody would tell them.
Walk before you run. Lessons from Amazon’s 8,000 orders a minute.
You can have that massive vision, but you must still start with something smaller.
Why this AMAZING ad doesn’t land…
It made you feel like you were listening in, which hits you differently.
Why Great Brands Are Unreasonable
Most people have no idea the Pirelli calendar exists. That may be part of why it works.
Lily’s Sweets – She drove $20 million with 4 employees. How?
In her sixties she builds this and sells for $425 million.
Is Everything Better with Pepsi?
The campaign does something important. It says I'm honoring your likes and your loves.
French Florist – From Failing to Flourishing
Michael wanted to help his uncle sell his flower shop, but now it's growing like a weed for these 4 reasons.
Why this Campaign Absolutely Dominated!
If you proposed "We're only ever going to change one word," most leaders would guffaw.
Too Much Innovation Almost Killed LEGO
In 2003, they were losing $1 million a day.
This campaign was ALMOST perfect…
It started out magically but then their video gave away all the secret sauce.
Why Explanation Doesn’t Create Desire
People do not move through the world as neat little logic machines. They are running. Distracted. Hopeful. Insecure.
How AOL Conquered the World With CDs
People were decorating their Christmas tree with AOL discs.
The ad that changed Nike forever…
Until this 80 year old man they talked about how the foot runs and their technology and no one cared.
I Love Southwest Airlines
My plane jolted into the grass, off the runway. What they did next is a lesson to owners everywhere.