Brand Ads: Brilliant Long Game or Bottom-Line Killer?
Do brand ads actually work, or are they just smoke, mirrors, and Madison Avenue charm?
How Nescafé Turned Instant Coffee Into a Premium Brand
I realized why I disliked it, why it worked, and why I'd run the ads even though I disliked them.
The Most Powerful Part of Your Story Is the One You Don’t Tell
The best writing knows that persuasion isn’t about pressure. It’s about resonance.
NIKE ads are finally good again!
They remembered their core audience and spoke to the passion and emotions involved.
Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.
The SECRET To Better Advertising – Entertainment ISN’T Always Funny
When you're cringing, it doesn't feel like an ad.
Marketing’s Focus Group Trap
Why the "smartest" person in the room is ruining your marketing.
Snickers Uses Shared Experience To Make Incredible Advertising
It's all about entertainment and emotion. They're owning your brain for 30 seconds.
Bold Consistency
Both bird feeders and ad campaigns will typically fail to attract their intended targets for similar reasons.
The Simple Formula for Getting Everyone to Use a New Strategy
Every choice, big or small, either reinforces your brand’s identity or confuses it.
Bypass Logic & Win Hearts With The Princess Bride Effect
Seeing an ad alerts the inner critic and gets logic going. We can suspend that disbelief.
Social Media: Focus On People With A Command To Watch
What is it that physiologically strikes people that stops their thumb from scrolling?
Customers never bond with facts
When they realize your brand's story is a part of their story, they’ll follow you to the ends of the earth.
Want your ads to get noticed? Deny a common truth.
When something violates our expectations, the hippocampus prioritizes that information.
Unique Selling Propositions
The problem with most marketing consultants is they try to make their client’s product seem unique.