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The Colonel was seen as old, outdated, and associated with the old south.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.
Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Kool-Aid – Owning the customer from every angle
Edwin Perkins took inspiration from Jello to create a mail order empire. Oh Yeah! From a General Store to a major brand.
Brand it Like Bogie
Four simple-as-dirt branding lessons from Casablanca on how to become irresistible to customers & impervious to competitors.