Differentiated vs Distinctive
Becoming distinctive can actually be much easier and less expensive than the cost to differentiate…
Captain Pabst – Could I ever use a cold beer!
Discover the origin of the blue ribbon lager with a ship captain that lost his ship and knew nothing about beer.
Milton Hershey – How do I make Milk Chocolate?
Discover how he transitioned from Caramel to Chocolate after the world’s fair in Chicago.
Why You Want Your Branding Ads to Reach EVERYONE
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.
Why 60 Is The New 30
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
Milwaukee Tools – The Hole Shooter
The better product struggles to become more popular until they demonstrate it in a store window.
Self-Image and Advertising
You want them asking: What kind of person am I, and who would that person hire or trust in this situation?
Black Pearls – A New Gem Is Born
Pearl farming became French Polynesia’s most significant export because two yachts were docked next to one another, and the owners knew a guy.
Don’t Mess With My Rewards!
I was pissed off before I even read the email because I knew what it was going to tell me.
What Is A SMARTER Vision For Your Company?
Aaron had no money, no prospects, and owed a bunch but he wasn’t a quitter and is now running a 44-million-dollar plumbing company.
Wendy’s Dave Thomas – Dave Thomas’s Ideas Grew KFC
The double burger becomes Wendy’s best seller without changing the price or the size.
Simple, True, Distinctive, and Sticky
You’re probably expecting something else from a “greatest of all time” beer campaign. Here's why it worked.
Character, Characters, and Advertising
No one will believe that a business owner has character unless he’s willing to be seen as “quite a character.”
Which One Do I Choose?
Does offering multiple products and brands hamper your ability to make the sale?
Apple 1984 Ad – Most Impactful Commercials Of All Time
The teaser campaign, glamour techniques, and the current conversation’s tie-ins sold record numbers.