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.
The Best Blog Post Ever Written
I drove past a place called “Best China Restaurant” hundreds of times and instinctively knew that this was not, in fact, the best out there.
The secret sauce of persuasion: storyselling
Stories live between what is real and what the consumer wishes were real.
Faster, Bigger Ad Results Through Social Engineering
Check out this recent McDonald’s ad directed by the legendary Edgar Wright to understand how it works.
Creating authentic conversational radio ads step-by-step
Conversation is, unfortunately, incredibly difficult to write — especially when you write by the rules of good grammar.
Why WOM & Viral Marketing Can’t Drive Growth
This isn’t opinion, it’s the result of an internet study of “a billion diffusion events on Twitter."
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?
Value Proposition: Stand Out From The Competition
The only way you can have a clear message is if you speak the same language as your customers.
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.
Brand Codes: Lessons from a $65 Million Re-Branding Disaster
First, what the hell are brand codes? And how do they strengthen memory structures while increasing profits?
Do Your Ads Romanticize What Your Customers Actually Want to Buy?
“The customer rarely buys what the company thinks it's selling him.” — Business Management Legend, Peter Drucker
Be Who You Are — A KFC Case Study
The Colonel was seen as old, outdated, and associated with the old south. Tragically unhip for a newer, younger audience.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.