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.
Playing the Long Game: How Patience and Openness Led to Tetris’ Triumph
He built a video game, gave it away, waited, and then became wealthy.
Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.
From Mild as May to Marlboro Man: How to Reposition Your Brand for Success
They initially focused on women and struggled before pivoting towards men and becoming dominant. How?
Brand Like a Wizard, Market Like a Mouse
What makes Disney World magical? Here are 3 lessons you can apply to turn customers into loyal fans.
The Irresistible Power of Belief in Sales: Lessons from Phil Knight
Conviction and confidence in his product drove the former encyclopedia salesman into the stratosphere with Nike.
Tax Loophole to Beer Empire: How Jim Koch Brewed Success with Samuel Adams
He paved the way for craft ale to become a thing, and his lessons go beyond beer.
Craft The Face Your Customers See, Connect Through Personas
Understand when to use a mascot, spokesperson, celebrity endorsement, and a game-changing 4th option.