Unmistakable: A Tale of Two Boots and Branding Done Right
If we invest in a status symbol, we want it recognized by others.
Lead Generation vs. Branding: How to Win the Marketing War
Unnecessary targeting by competitors is a beautiful thing.
From Maps to Memorability: Local SEO Will Bury the Unprepared
The winner won’t be the one with the most Google reviews.
Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
The Genius Move Behind Sydney Sweeney’s Jeans Ad
Anytime you put an emotional campaign out there, you get lovers and you get haters.
Packaging Your Business So There Are Never Any Mistakes
Trusted packaging means we are going to feel good about what we buy.
The Power of Context: Why Some Ads Hit Harder
How owners evaluate ads differs from how buyers actually encounter them.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Are These the Greatest Corporate Ads Ever Made?
Whoever came up with this script is a total rock star.
Struggling with prices?
You can follow the pricing of others. But you'll never become a leader when you're just one of the pack.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
THIS is how you get Referrals!
How a small roofing company increased referrals from 6% to 32% without resorting to bribery or begging.
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.
What is Dr. Pepper Doing Wrong
It is now number 2 in the cola space but you wouldn't know it from the museum.
Darling, you do have style
I love writing distinctive copy for all my clients. But this one is interesting. Nobody suspects I'm that voice.