A Tale of Two Strategies: An Expedition into the Land of Brand Building and Sales Activation
Les Binet and Peter Field propose a 60:40 ratio of brand building to sales activation.
Death to “Corporate” Marketing
To effectively market, you need to catch people’s attention, not blend in with how all the other industry ads look.
I Want it, But I Can’t Have It
The ANGC has maximized Exclusivity in everything relating to The Masters. Here's how you can do the same.
The Power of Magical Thinking (For Business Growth)
It’s a form of psychological persuasion aimed at transforming externally motivated, grudge-driven buyers into happy customers.
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.
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.
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…
The Biggest Lesson AI Can Teach You About Branding
Psychologists were studying human-AI interactions and came across this fascinating pattern.
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.