Why Character-driven Ads Outperform Logic-driven Ads
They stand out because they elicit emotions and, more importantly, bond with your audience.
For Everything Else There’s — Perhaps the Most “Priceless” Ad Campaign of the Last 25 Years!
Repetition-Break ads are more creatively awarded, and, yes, creatively awarded ads create better ROI.
Doritos, Brand Codes, and that Super Bowl Ad
Why would Doritos pay $12 million to waste, like, 55 seconds NOT showing the product? The answer is Brand Codes.
The secret sauce of persuasion: storyselling
Stories live between what is real and what the consumer wishes were real.
Faster, Bigger Ad Results Through Social Engineering
Check out this recent McDonald’s ad directed by the legendary Edgar Wright to understand how it works.
Why WOM & Viral Marketing Can’t Drive Growth
This isn’t opinion, it’s the result of an internet study of “a billion diffusion events on Twitter."
A Powerful Secret to Great Ads
Powerful ads are the few that stand out in your mind because they made an impression. Here's how that happens.
Brand Codes in a World of Continuous Partial Attention
We are all, as T.S. Eliot wrote, “distracted from distraction by distraction.” So how can you craft ads capable of working?
Fables are Better than Facts
If all you do is list facts, you've created a documentary... not an advertisement. Advertisements are made to persuade.
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
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The Colonel was seen as old, outdated, and associated with the old south.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.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Brand it Like Bogie
Four simple-as-dirt branding lessons from Casablanca on how to become irresistible to customers & impervious to competitors.
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.
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.