Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
Reversing Declining Sales: Learning from New Balance’s Comeback Story
The new approach took 18 months but it kept improving.
The Power of Context: Why Some Ads Hit Harder
How owners evaluate ads differs from how buyers actually encounter them.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Are These the Greatest Corporate Ads Ever Made?
Whoever came up with this script is a total rock star.
Combining Sales Activation and Long-term Branding
Get the split right, and you’ll escape the treadmill and grow year after year.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
How To Navigate The 3 Levels of Trust
If you want people to trust your business, you must trust them first.
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.
Man vs. Machine: Should AI Write Your Ads?
It is by definition derivative. What are other people saying? It'll say that too.
Why 1950s Advertising is STILL Relevant Today
Ogilvy almost left Rolls-Royce defeated, but 1 comment changed everything.
The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it's 33,320. Just shy of a 50% decline. How? Why?
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Be Wild
Don’t fall into the trap of using safe, tame, lame ads. It feels tried and true, but it's a road to nowhere.
Where Should You Spend Your Ad Dollars?
Big brands can be a dominant purchaser in every medium but small companies need to budget carefully.