Brand identity is like personal style. Upgrade your wardrobe and find your tribe.
We buy stuff because it feels like it already belongs to us or we really really wish it did.
Don’t Hate Me Because I’m Beautiful!
She thought the line was so ridiculous she nearly left the audition. But it created P&G’s first billion dollar brand in hair care.
Core Strategy: First Step in Creating a Great Ad Campaign
Most businesses fail not because they’re reaching the wrong people but because they’re saying the wrong thing.
Showing Up — And Why Your Ads Might Not Be
Emotional Campaigns outperform Rational Campaigns by 5X. And campaigns that create fame are even more effective.
Surviving Vs. Thriving: Buyers And Their Hierarchy Of Needs
Surviving (vs. Thriving) buyers are naturally more “transactional.” Their goal is to find the lowest price overall.
What “Experts” Get Wrong About Disney — And Why It’s Crucial to Growing Your Business
People come for the freaking princesses and all the other cool characters they fell in love with as a child.
Relational and Transactional Ads: The Perfect Combination
Do you want a quick sale or do you prefer building a solid customer base you can retarget for future transactions?
I want to help you be gruntled about business
Gruntled is the kind of word that when a listener hears it, the business will know they heard it, and know their ad worked.
Why Conflict Is Essential – In Advertising and Life
We demand conflict, tension, and drama — be it in sports, books, movies, or advertising.
A Marketing Lesson, With Love From Gaston
Spoiler Alert… Gaston doesn’t get the girl, and you likely won’t get the customer if you take his same approach.
What’s Your Ad Campaign’s Meta-Narrative?
Is the story of Rocky really about boxing? Or is it about an underdog’s epic journey? Great ads are like that too.
Good Things Come in Threes – Strategy, Message, and Budget
Without a well-structured strategy, owners often end up bobbing in the water with no landmarks in any direction.
What Kids Can Teach You About Story Persuasion
There’s a REASON why for every conflict we always want to know “who started it?”
How to Increase Brand Loyalty
Bill and three of my closest friends joined a cult and disappeared from my life. You might be asking yourself, “What does this have to do with marketing?”
The Common-Sense Mistake Sabotaging Your Ads
Are your ads aimed at winning the type of buying decision that your customers are actually making?