How Sun Bum Used Guerilla Marketing to Take Over the Beach
Literally radio stations would be getting calls going, “What is this ape that we keep seeing everywhere?”
Repurpose The Proven
The proven "Mother's Day macaroni" ads were sappy and flowery, but man, did they work. Right up until they didn't.
Never Stop Framing & Adapting. Marketing Lessons from G.I. Joe
Hasbro invented the term action figure and was the first to advertise toys on TV.
How Hot Wheels Beat Matchbox. When Imitation Becomes Innovation.
Why 10 Hot Wheels are sold every second. They saw what was lacking in the competition.
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.