Get rid of all the bells and whistles. The Birth of the Sony Walkman
It lacked all the things people wanted but gave them one thing they had not thought about. And a star is born.
Zen and the Art of Persuasion. Part 3 of 3
People avoid risk on three levels. The biggest risk is that they’ll purchase the wrong solution – that they’ll have spent the money and still have the problem.
Customers Of The Month gave me something I never expected
After six months, employees were recognizing each other with little compliments. Staff retention was rising. Sales were up 43% at the end of the year.
How to marry brick and mortar with online retailing. The Canada Goose way.
Canada Goose is the second fastest-growing luxury brand in the world.
Putting Funny Ads To Work For Your Boring-Ass Business – Ordinary to Extraordinary
None of these products were inherently interesting, yet their ads have been enjoyed hundreds of millions of times.
How to Steal Your Competitor’s Customers. Part 2 of 3
Is this a good ad? Does it make you want to buy a can of John’s Tomato Juice? A good ad would.
Who is J.D. Power? Is he a real person? Find out.
Started over a kitchen table on April Fools and sold later for $400M USD. This is the story of how to make your consulting service more valuable.
How Does One Educate a Customer? Part 1 of 3
“Everyone needs our product,” said Bob. “All we need to do is to tell them about it.” He thinks advertising problems in the water supply is an excellent way to attract potential customers to his business.
Armed with Scissors and an Idea a Billionaire is Born. The Spanx Story.
Sara Blakely was getting ready for a party when she realized she didn't have the right undergarment to provide a smooth look. Like all revolutions: it was not easy.
Occam, Wizards, and something to believe in…
36 people were in the room with 21 laptops. The laptops were all Macs. Apple holds 12% of the world market in laptop computers. Yet 100% of the laptops in that room were Macs. Why?
The Most Bizarre Brand Mascot (That Worked) In the Last Twenty Years — And Why You Should Care!
It permanently impressed itself on the tender psyches of millennials and they still whine about it decades later.
What delivering newspapers taught me about pizza – The story of Domino’s.
How an orphan who was swindled out of his life savings grew the largest independent restaurant business on the planet.
Higher Profits Through Testing of Every Variable
Let's say we increase the response rate on your offer from 1.5% to 1.85%. That’s enough to get marketers excited. “You’re kidding,” I can almost hear you say. I'll explain why.
How $1,500 of Flea Market Garb became Banana Republic
Banana Republic was founded by 2 journalists with the dream to make a little extra money so they could travel. Little did they know they would create a fashion juggernaut.
Learning From the Legends: The Ronseal Phrase
Don’t be deceived by the apparently artless, “just tell it like it is” nature of the ad. The slogan even made it into the Oxford Dictionary of Idioms and was repeatedly used by then-Prime Minister David Cameron.