The Unfortunate Branding of Camp LeJ—e
Targeting is more expensive than brand-building. Here’s why.
Instagram – The day Obama joined, they knew it was a big deal
How pivoting after an early discovery with customers led them to sell in just two years for a billion dollars.
The Itch Which Must Be Scratched
Every human comes into the world with a hunger for answers to the 4 Big Questions. Great ads speak to them.
Is Your Advertising in a Bit of a Pickle?
In the bizarre automotive sales world, these kinds of gimmicky cookie-cutter campaigns are the preferred customer clickbait.
AirBnB – Airbed and Breakfast dot com
How do two arts graduates with no travel or tech experience build a six-billion-dollar empire in only fourteen years?
How the World’s Best Brand Creates Generational Loyalty
The techniques work because they tickle the human brain in just the right way.
The Frame Game — If You’re Not Playing, You’re Losing
Don’t hide from your downside. The best thing you can do is to reframe the negative.
Kodak – The fall of an Empire
Why couldn’t they successfully transition into a digital company when they invented digital photography?
Differentiated vs Distinctive
Becoming distinctive can actually be much easier and less expensive than the cost to differentiate…
Captain Pabst – Could I ever use a cold beer!
Discover the origin of the blue ribbon lager with a ship captain that lost his ship and knew nothing about beer.
Milton Hershey – How do I make Milk Chocolate?
Discover how he transitioned from Caramel to Chocolate after the world’s fair in Chicago.
Why You Want Your Branding Ads to Reach EVERYONE
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.
Why 60 Is The New 30
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
Milwaukee Tools – The Hole Shooter
The better product struggles to become more popular until they demonstrate it in a store window.
Self-Image and Advertising
You want them asking: What kind of person am I, and who would that person hire or trust in this situation?