Why Explanation Doesn’t Create Desire
People do not move through the world as neat little logic machines. They are running. Distracted. Hopeful. Insecure.
How AOL Conquered the World With CDs
People were decorating their Christmas tree with AOL discs.
The ad that changed Nike forever…
Until this 80 year old man they talked about how the foot runs and their technology and no one cared.
I Love Southwest Airlines
My plane jolted into the grass, off the runway. What they did next is a lesson to owners everywhere.
How To Stand Out In Your Industry
They originally started a cookie cutter ad, just terrible. Thus began some soul searching that led to the dazzle.
What 7-Eleven teaches about ditching your cash cow
An ice company sees demand melting and becomes the world's most prolific retailer.
The benefit of being Absurd
Don't overexplain what you're doing because then nobody's going to like it.
The Serendipitous Story Behind Modern Movie Concessions
Theaters would crumble without snack sales, and these 3 people built that empire.
How Smarties became a Billion Dollar Brand…
Why do 185 countries (except the USA) all know which color to eat last?
Look Elsewhere: The Power Rangers Strategy
1992: She puts her job on the line for this. 1994: It's 40% of all action figure sales.
UNTUCKit: Imperfect products built a resilient brand
It's 2 years before anyone makes his off-spec shirt. Badly.
When Sex Appeal doesn’t sell…
Charlie was the bestselling perfume on the planet until it traded 1970s empowerment for a more traditional appeal.
The “Hail Mary” Trap: Why One Great Ad Won’t Save Your Brand
There's no "killer bell" that would have conditioned Pavlov's dog in a single ring.
When the going got rough, Avis kept trying.
Warren Avis expected big things in Miami. It failed spectacularly, so he took another swing.
This Campaign Never Stopped Running?
The redundancy of "Kills bugs dead" is the point. The unusual phraseology makes it sticky.