Heinz – his favorite number was 5, and hers was 7
From debtors prison to the fastest-growing company in America.
Persuasion, Pre-Suasion, and the “Privileged Moment”
Changing prospects’ state of mind prior to asking more than doubled the success rate.
Oldsmobile – launched the car industry by outsourcing, creating spinoffs like Dodge
He came up with how to outsource parts to smaller manufacturers before outsourcing was even a word.
Fables are Better than Facts
If all you do is list facts, you've created a documentary... not an advertisement. Advertisements are made to persuade.
Uncle Nearest – Story trumps almost everything
Learn how Fawn, with no distilling background, turned this story into one of the fastest growing whiskey distilleries in America.
Brand Codes: Lessons from a $65 Million Re-Branding Disaster
First, what the hell are brand codes? And how do they strengthen memory structures while increasing profits?
M.M. Lafleur – High Function, High Style
They said, “Fashion’s not bought that way.” And she looked at them and said, “But you guys are all fashionistas.”
Do Your Ads Romanticize What Your Customers Actually Want to Buy?
“The customer rarely buys what the company thinks it's selling him.” — Business Management Legend, Peter Drucker
Hallmark – When you care enough to send the very best.
It’s rare to find a $5 billion company founded in 1910 that is still owned by the family today.
Be Who You Are — A KFC Case Study
The Colonel was seen as old, outdated, and associated with the old south. Tragically unhip for a newer, younger audience.
Don’t Mess with Texas – Don’t do it.
How Texas got cleaner highways through an anti-littering campaign that never used the word litter.
HOPE gets crushed when Despair uses a megaphone
The only advertising that gets customers immediately is through discounts. I’ve seen this picture before, and I don’t like the ending.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Creemore Springs Brewery and the Bavarian Purity Law of 1516
Most breweries would say, “We’ve got this great quality product brewed with this really nice spring water.” But they went a different way.
Branding “Cheat Codes” for Explosive Growth
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.