Recipe for Success: Strategy First, Messaging Next, Creative Last
You'll need to follow either Pizza Hut or Rolling Stone. It depends on whether customers are wrong about you, or they're right.
Fundamental Forces of Business – Part 2
This technique is used by many who think they understand advertising. It can turn a person into a customer, but only a weak one.
Perkolatr. The Most Important Business App You’re Not Using
Perkolatr will change everything. Should you be on it?
Dollar General – What 75% of Americans won’t believe
75% of all Americans live within 5 miles of a Dollar General. Here's how J.L. Turner created this empire.
Fundamental Forces of Business – Part 1
Walmart is the richest retailer on the planet. They use the gravitational pull better than anyone else. But gravity is the weakest force.
Empire Builders: Netflix – known for one thing; twice.
It is not the strongest or most intelligent of companies that become empires. It is the company that is most willing to adapt.
The Most Controversial Part of Marketing
It’s not really controversial… but marketers don’t seem to like to do it.
Cowards, Cow-words and tails between your legs
Are you writing ads with your tail between your legs? If you’re not acting like the young bull with nothing to lose, someone else is.
Your Business Culture – Asset or Liability?
Neglecting your culture opens the door to liabilities that will hold you back, especially as you grow.
Coke – they already had an empire, but…
No matter how big you are, no matter how much you spend, and even if you are the best marketers on the planet; you cannot bend the consumer to your will.
What the Bible teaches us about advertising
There is a natural order with advertising and time in the first 40 weeks. Respect it and win. Abuse it and risk wandering the desert.
Learning from the Legends: What Can’t be Questioned?
Immediately following the launch of the Mr. Whipple campaign Charmin displaced Scott as the #1 brand in America.
Will Advertising Sell What People Don’t Want?
It's a common desire in retail to advertise the things which aren’t selling and let those which will sell easily sell themselves.
The Custodian of Hospitality
Covid-19’s impact on business and the decisions needed for survival are Frostian. But don’t lose your way. Survival depends on Frostian decisions.
Distinctiveness vs. Differentiation vs. Bonding
Branding aims at de-commodification: getting the customer to see you as the better, worthier option. And there are three ways of pursuing this goal.