Do Your Ads Romanticize What Your Customers Actually Want to Buy?
“The customer rarely buys what the company thinks it's selling him.” — Business Management Legend, Peter Drucker
The end of the journey
You train your people to deliver the best service that you can provide. But have you optimized the end of the journey?
Be Who You Are — A KFC Case Study
The Colonel was seen as old, outdated, and associated with the old south. Tragically unhip for a newer, younger audience.
But What About the Rest of Us?
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
Brand Loyalty and the Chamber of Secrets
Measuring brand loyalty includes involvement, price worthiness, emotional value, social value, brand trust, satisfaction, commitment, and repeat purchase.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Branding “Cheat Codes” for Explosive Growth
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.
Survival Mode And Buyer Archetypes
The answer is to get better at identifying and closing more sales of both Transactional Shoppers and Relational Buyers.
Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Brand it Like Bogie
Four simple-as-dirt branding lessons from Casablanca on how to become irresistible to customers & impervious to competitors.
The Secret to Changing People’s Minds With Advertising
There are at least three proven methods for changing people’s minds on even intensely personal and polarizing issues.
The House with the Good Candy
A recent study found that a whopping 90 percent of parents get their kids’ input before buying something.
Making a Fortune With Magical Thinking
The prop “blaster” wielded by Harrison Ford in Star Wars just sold at auction for $1,057,500. Why? Emotional Attachment.
The Only 3 Things Any Buyer Actually Cares About
Your client’s satisfaction is not a function of how much they like your product.
Do Annoying Commercials Accomplish the Right Goals?
Obnoxious ads get people to know who you are, but they neither develop fondness nor instill trust in your brand.