She took a gamble and bet on girls. How Barbie defied expectations and won.
Focus group mothers literally would say, “Is this a gift for my daughter or for my husband?”
Your Best Defense Against Employee Turnover: Development
A 90-minute conversation changed everything. A mass exodus was averted and a $2.8M home services company grew to $5.2M.
The Two Universal Appeals — Understanding the “Cult” of Cult Branding
1. You are special. 2. It’s not your fault. What is your advertising doing to communicate those appeals to your prospects?
Calamine Lotion or a Chainsaw?
Silly sales jargon and industry-speak are the sand traps of marketing. Avoid them in your ads if you want to break par.
6 Overlooked Truths For B2B Marketing Success
B2B sales are intensely personal for the main decision-makers in the process. If things blow up, they suffer tremendously.
How Maker’s Mark Turned “Expensive” Into “Exclusive”
How do you sell a new product for twice the price? Bourbon is lowbrow. Demand is down. Marjorie's solution got her into the hall of fame.
How Smirnoff saved itself with a Polaroid camera and a Moscow Mule
There were lots of companies before the internet who used influencers to build their brand.
Say It The “Non-Traditional” Way
Advertisers are so focused on where the ads will be seen, and who will see them, that they forget what matters most.
Singer Built a Better Sewing Machine But Nobody Bought It Until…
They couldn’t sell it. The industry was very conservative. Singer realized he needed to do something different.
Sales Today or Salience Tomorrow? Yes.
Let's resolve the tug-of-war between the zealots of “WE MUST SELL STUFF NOW” and the stoics who say “we must brand for tomorrow”.
How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
The Magic of Belonging – How Spotify Kickstarted Patreon
When Spotify interrupted his revenue stream, Jack Conte found a way to to help all creators.
Thinking Outside the Jar: Peanut Butter’s Surprising Origin Story For Two Top Brands
Lightning strikes twice. Rosefield invents one new product & TWO top brands.
Five Hacks for Powerful Lead-Generating Guarantees
If a guarantee is supposed to place risk on your business, but it doesn’t feel risky… Then it’s not doing its job.
Finding, And Using, Unleveraged Assets
An unleveraged asset may seem insignificant to you, but for potential customers it can be a tipping point.