But What About the Rest of Us?
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Branding “Cheat Codes” for Explosive Growth
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.
Survival Mode And Buyer Archetypes
The answer is to get better at identifying and closing more sales of both Transactional Shoppers and Relational Buyers.
Every Day Is Election Day For Your Brand
Are you guilty of voter suppression? I’m not referring to second Tuesday in November voters.
Personality Prescription Part 11 – You Should Be a Celebrity
The campaign we create around your values and personality will, like all good image advertising, continue to work better the longer we use it.
Brand it Like Bogie
Four simple-as-dirt branding lessons from Casablanca on how to become irresistible to customers & impervious to competitors.
The Secret to Changing People’s Minds With Advertising
There are at least three proven methods for changing people’s minds on even intensely personal and polarizing issues.
The House with the Good Candy
A recent study found that a whopping 90 percent of parents get their kids’ input before buying something.
Personality Prescription, Part 10 – The Company Spokesperson
People don’t expect you to be a polished professional. They do expect you to be sincere and to tell them the truth as you see it.
Character, statues, and a promise no one else will make
"Do you know what you're selling?" "Custom-made furniture." "God no. That's the product. You're selling nostalgia."
Making a Fortune With Magical Thinking
The prop “blaster” wielded by Harrison Ford in Star Wars just sold at auction for $1,057,500. Why? Emotional Attachment.
Do Annoying Commercials Accomplish the Right Goals?
Obnoxious ads get people to know who you are, but they neither develop fondness nor instill trust in your brand.
Personality Prescription, Part 9 – Using Your Culture
When the boss is spread so thin he (or she) can’t work even one more hour, the company stagnates at that level.
Accelerated Branding through Slang, Cheap Psychology, and Earworms
By tapping into the power of tribe and self-identity, GGT spiked brand awareness and sales for Toshiba.