Challenges of a Family Business
There’s a relative I haven’t spoken to in five years. Family coming first sounds good, but the reality is more complex than that.
Don’t Drink the Kool-Aid
Marketing Heads insist “it’s a numbers game” and standardize campaigns to reach more people, neutering creativity in the process.
Ignore the end game at your own peril: Succession and retirement essentials.
I first saw this unfortunate turn of events happen for a client 20 years ago.
How To Avoid The Pitfalls Of Lower Price
You don’t have to be the cheapest to win the business. You have to be the best bang for the buck.
The Itch Which Must Be Scratched
Every human comes into the world with a hunger for answers to the 4 Big Questions. Great ads speak to them.
Is Your Advertising in a Bit of a Pickle?
In the bizarre automotive sales world, these kinds of gimmicky cookie-cutter campaigns are the preferred customer clickbait.
Don’t forget the bottom line while chasing new heights in sales numbers.
Would you rather do $7.5mm in sales with profits of $520k or do $5.5mm with profits of $1.25mm?
How the World’s Best Brand Creates Generational Loyalty
The techniques work because they tickle the human brain in just the right way.
The Frame Game — If You’re Not Playing, You’re Losing
Don’t hide from your downside. The best thing you can do is to reframe the negative.
Differentiated vs Distinctive
Becoming distinctive can actually be much easier and less expensive than the cost to differentiate…
Warren Buffett on the Importance of Branding In 2023
If and when the economy turns south, you’ll be tempted to cut advertising costs.
Should your logo have a face?
“Branding experts” routinely ignore the overwhelming weight of this scientific evidence.
Why You Want Your Branding Ads to Reach EVERYONE
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.
Where the Heart Goes, the Wallet Follows
We're taught to think of customer relationships as something entirely different from personal relationships. And that's silly.
Why 60 Is The New 30
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.