Why Great Ideas Need Champions: Xerox’s Regrets
Xerox had game-changing tech in the '80s but failed to capitalize. What did Apple do that they didn't?
Measure Twice, Copy Once: The Kinko’s Lesson on Data-Driven Decisions
They only earned $30 each night. But the 24/7 branding spiked daytime sales by 50%.
You WON’T Believe This Forgotten Apple Ad!
You remember the 1984 ad. They tried a similar formula in 1985 and it flopped. Why?
Pop Goes the Industry: How Bubble Wrap Found Its Killer App
First they filed a patent and then they had to go look for a viable market.
The Secret to Building Trust: Expose Your Weaknesses
Customers ask, "Can I trust your capabilities and do I trust your soul?"
The Secret Weapon of Trivial Pursuit: Celebrities
Even if it sold out, they would still be in the red. So how did they make it big?
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
What Made Tripadvisor a Leader? Customer Centricity.
User review was an afterthought at first, but they noticed what visitors wanted.
Silly Putty – Ad Writer Acquires It For $147 Then Earns $140 million
GE couldn't sell it, but an out-of-work marketer found the right angle.
Craft Your Vibe: A Lesson from Herschel Supply’s Branding
Both the aesthetic & story stood out. So they soon became the first backpack sold at Nordstrom.
Donut Theater: How Krispy Kreme Used Spectacle for Word of Mouth
We didn’t go because of an ad. We went after someone said, “Oh my God, you’ve gotta try this.”
Selling High-End in Hard Times: The Rise of Healthier Bread
It’s the depression and bread costs 10 cents. Pepperidge was fully sold out at 25 cents.
Loyalty Grows When Your Company Commits To “Do With, Not For”
How I found the care home my brother deserved, and the magic that made it successful.
Are You Paying for Too Much for the Wrong Keywords?
Cheaper branded keywords not only have higher clicks and conversions, they also have higher average tickets.
The Michael Kors Story: Adaptability and Building a Brand
Brave, bankrupt and brilliant. The young model bounced back.