The 3 Most Important Advertising Charts You’ll Ever Lay Eyes On
Chart 3: Why small companies and large companies require opposite media strategies.
Black & Decker – Making A Better Drill.
Other businesses failed when the war ended because what they were manufacturing was no longer needed.
The Best Blog Post Ever Written
I drove past a place called “Best China Restaurant” hundreds of times and instinctively knew that this was not, in fact, the best out there.
The Only “Brand Attribute” You MUST Own
This is why IBM could famously charge more for less capable systems than upstart, hi-tech competitors.
The secret sauce of persuasion: storyselling
Stories live between what is real and what the consumer wishes were real.
Mrs. Fields – Why Does The Mall Smell So Delicious?
How giving away free samples created an empire of 250 stores worldwide in just 15 years.
Faster, Bigger Ad Results Through Social Engineering
Check out this recent McDonald’s ad directed by the legendary Edgar Wright to understand how it works.
Leatherman – Is It A Tool? Is It A Knife? That Was The Problem.
Why did it take ten years to make the first sale?
Branded vs. Unbranded Keywords (A Case Study of a Real Company)
If we didn’t track them separately, we wouldn’t see unbranded keywords were losing us money.
Shreddies – Good good whole wheat Shreddies
Find out how a simple twist made all the difference to their advertising and promotion.
Brand Codes in a World of Continuous Partial Attention
We are all, as T.S. Eliot wrote, “distracted from distraction by distraction.” So how can you craft ads capable of working?
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.