Fierce Competition, Long Buying Cycles, and Great Advertising
For long buying cycles, pre-convince customers before they're looking. Waiting is too costly.
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.
Should your logo have a face?
“Branding experts” routinely ignore the overwhelming weight of this scientific evidence.
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.
Simple, True, Distinctive, and Sticky
You’re probably expecting something else from a “greatest of all time” beer campaign. Here's why it worked.
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).
Doritos, Brand Codes, and that Super Bowl Ad
Why would Doritos pay $12 million to waste, like, 55 seconds NOT showing the product? The answer is Brand Codes.
The 3 Most Important Advertising Charts You’ll Ever Lay Eyes On
Chart 3: Why small companies and large companies require opposite media strategies.
A Powerful Secret to Great Ads
Powerful ads are the few that stand out in your mind because they made an impression. Here's how that happens.
Brand Codes in a World of Continuous Partial Attention
We are all, as T.S. Eliot wrote, “distracted from distraction by distraction.” So how can you craft ads capable of working?
Advertising in Hard Times: 3 Quick, Easy, and Essential Lessons
If you continue to invest in long-term brand building through an economic downturn, you will overtake your competition.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
How to “Pick Up the Pace” with Your Branding Campaign
Jingles, sound effects, or just interestingly pronounced phrases stick in our brains with amazing power and longevity.
Personality Prescription, Part 6 – Uniqueness
The pursuit of uniqueness is a huge source of frustration. Of wasted money. Of non-persuasive advertising.
Doubling Down on Schtick That Sticks
It’s been over 40 years — and I can still sing the lyrics. Here are my quick and dirty takeaways.