Knuckleheads are the test for success
On the path to happiness, knuckleheads shake owners like a paint can. They are a test. Are you really going to live up to your guarantee?
The Biggest Risk of Bonding Campaigns
Normally, when a business falls short, customers are merely disappointed or frustrated. Not so with relational customers and businesses to which they’ve bonded.
Small Business Social Media Limits
Facebook and other platforms can flip the switch and force small business owners into the world of being unknown.
Wiener Dog Focus: Helping the Customer vs. Helping Yourself
Because his commitment was to the customer, and because he never blinked, people said, “Oh, I like that guy. He’s on my side."
Top Gun & The Tale of 2 Super Bowl Ads
While Tony Scott's Top Gun was the highest-grossing film of the year, his 1985 Super Bowl spot is regarded as Apple's worst ad ever.
Chiclets – Candy-coated gum or tree sap?
One partner runs away. The other makes millions. How not to be blinded by the pursuit of the wrong objective.
Do Your Ads Obey the Law?
The first law of advertising is quite simple: Thou Shalt Not Be Boring! And there are really only two ways to avoid breaking that law.
Marketing in a crisis
Everything you know about business will be challenged. The time for having fun and farting around is over. You will be a Phoenix or a pile of ashes.
The Grass Is Always Greener on the Side That’s Fertilized…
Of course, you can’t fertilize weeds and get lush, green grass. In advertising terms, you have to start with the truth.
Lead Generation vs. Digital Presence
A pure lead gen focus leaves you a slave to natural demand cycles, and Google advertising auction prices, which is neither consistent nor affordable.
It’s the economy, stupid.
In 2004 my boss excused our poor sales performance on the Iraq war. Before that, it was a hurricane. And before that, it was the dot com bubble.
Today’s New Branding
New branding is about having a point of view, sticking to it, and having the courage to stand up for what you believe in.
You’re not one of “those” dealerships
We’ve been conditioned - when they stick out their hand out and say “trust me,” we grab our wallets and run the other way!
Not Just What, But When
When it comes time to buy, the customer's priorities change. She might well buy from whichever store offers same-day delivery and installation.
Disruptive Marketing: How Can You Use it to Your Advantage?
Some might say it's unethical, or even dangerous. But for many businesses it’s the only way to truly stand out.