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.
Self-Image and Advertising
You want them asking: What kind of person am I, and who would that person hire or trust in this situation?
9 Common Branding Mistakes
Unless your ads sound, feel, and look different from everyone else’s, you’re doing it wrong.
Simple, True, Distinctive, and Sticky
You’re probably expecting something else from a “greatest of all time” beer campaign. Here's why it worked.
The 4 Humors Of Buyers (And How To Sell To Each)
If we unmask how the sales process works, it’s simple: You make the sale when your beliefs align with your buyers’ beliefs.
Character, Characters, and Advertising
No one will believe that a business owner has character unless he’s willing to be seen as “quite a character.”
Which One Do I Choose?
Does offering multiple products and brands hamper your ability to make the sale?
The most expensive answer you should know
“How Much” has one answer. Correct answers advance a sale. Wrong ones detour around it.
Bing and the Secret to Brand Dominance for Local Business
Most customers go with the option they think of first (so long as they feel something positive about them).
Full Price and Free — The Only Two Prices You Need
The public thinks that if you’re “still making money” at a discount, then the discounted price is — or ought to be — the “real” price.