How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
From Cristiano Ronaldo To the Other Kind Of Advertising
Entrepreneurs live in the grand illusion of advertising. Let's break down 12 aspects so you know what works and why.
Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.
Ad Messages We All Never Wanted
10 things you shouldn't say in your ad messages. They’re lousy, and they should have never, never, never met the stamp of approval.
Beyond the Laugh: Crafting Ads that Capture Attention and Form Bonds
Which is the bigger risk: offending a few people with a joke, or going unnoticed by everybody?
Craft The Face Your Customers See, Connect Through Personas
Understand when to use a mascot, spokesperson, celebrity endorsement, and a game-changing 4th option.
Stronger Ads: Are They More Harmful Than Good?
Well crafted ads that instigate emotions are sure to put someone in a tizzy.
Stop Promising, Start Surprising: The Pivotal Tweak for Customer Loyalty
It's not what you say in the ads. It's all about what you leave out.
Storytelling & Showmanship: How Memories & Experience Are Created
“Showmanship and storytelling don’t change objective reality, but they do change perceptual reality.” - Roy H Williams
Chevy’s Holiday Message: How to Bury the Brand
Chevy deserves high marks for attempting something not bathed in beige. But being bold won’t ensure you are loved.
Triple B’s of Writing TV Ads (Bad, Boring, Brilliant)
According to Robert H. Smith, adults watch TV between 13 to 23 times longer than PC and mobile, respectively.
The Problem With Predictable, Common Ads
When people are bored, they tune out, stop paying attention, and don't remember your brand.
Text Slang and Persuasive Superpowers
There’s a meme about texting slang that’s worth studying if you want to create powerfully persuasive advertising.
Don’t Hate Me Because I’m Beautiful!
She thought the line was so ridiculous she nearly left the audition. But it created P&G’s first billion dollar brand in hair care.
What “Experts” Get Wrong About Disney — And Why It’s Crucial to Growing Your Business
People come for the freaking princesses and all the other cool characters they fell in love with as a child.