Cadillac’s SEXY Brand Revival Strategy
It takes vulnerability and bravery to address and dismiss like this, which is why it's not done that often.
Targeting is the “Only Way” to Advertise
Is mass media a farce? Maybe. Or is there another way to get the right people to do what we hope them to do?
How Well Do You Know Them?
What the Chamber of Commerce and a wedding bartender know about your customers and 25%-95% profit growth.
The EASY Way to Win People’s Hearts!
The silhouettes and story worked wonders. You know something's a big deal when it's spoofed on Family Guy.
Advertising Doesn’t Affect Me “I am immune to it”
90% of advertising is rubbish and most ads don't work because the writing and the distribution are wrong.
PROOF That Direct Mail ACTUALLY Works!
It has been attributed to $2 billion of subscription sales, this letter. It was unbeaten for 28 years.
Is Traditional Media Dead? Insights on TV, Radio, & Digital Marketing
Are TV, radio, and billboards still worth the investment?
How many customers do you gift away?
Forget gifts or incentives. Instead, focus on rewards for loyal customers.
How Many Pancake Restaurants?
Specializing creates your position at the top of a small list rather than competing in a bigger (harder) list.
The Secret to Building Trust: Expose Your Weaknesses
Customers ask, "Can I trust your capabilities and do I trust your soul?"
Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Building Your Culture is Your Brand
What sets exceptional companies apart? The story. The people. And every customer interaction.
How To Use The Liking Principle to Grow Your Business
Weak sales relationships had only 30% acceptance for their proposals. But strong relationships converted at 70%.
Break the Gumball Machine
Brand building doesn’t work like a gumball machine — you can’t expect immediate fame from minimal investment or effort.