Three Wise Men Appeared on My Path
Karen Post gave me the first definition of a brand that did not include colours, style guides, and logos. Brain Tattoos said, “A brand is the STORY embedded in the mind of the market”.
10 Basic Truths of Advertising, Part 1
America has always sorted its mail over a trashcan, and now just as ruthlessly sorts, filters, and dismisses every other incoming stimuli. Modern life demands it.
Offering Something Great? What’s In It For You?
People believe in social proof and social signaling, making price an almost-fail-safe guide to quality. So if your price is out of line with your claims, people distrust the claims.
Good Strategy, Bad Strategy — A Primer
Good strategy always contains three elements and bad strategy doesn’t. Let’s look at each of these three defining elements before presenting a streamlined version specific for Advertising Strategy.
Social Media Strategies for Ugly Duckling Businesses
Contrary to what some social media experts presume, not every business sells things that people like talking and learning about.
Super-Hero Advertising — The Power of Your Genesis Story
Starting with Superman and extending to every superhero thereafter, every character “launches” with an origin story.