The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it's 33,320. Just shy of a 50% decline. How? Why?
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Be Wild
Don’t fall into the trap of using safe, tame, lame ads. It feels tried and true, but it's a road to nowhere.
The Hallmarks of Good Web Copy
The most effective writing for websites is like feeding your dog the pill inside the cheese.
Ernest Hemingway Killed by SEO Writing
Businesses that employ typical SEO writing repel customers and sound like they suck.
The Genius Behind Allstate’s “Mayhem” Campaign
These actually are using fear, but the crazy ass personification allows it to be comedy.
VRBO’s New Campaign Isn’t Working — Here’s Why
They're pretending they're different than Airbnb and hoping we're stupid.
Why this Nike Ad was actually a FAILURE
It was brilliantly written and exquisitely produced. But they forgot who usually buys Nike.
Why Do Your Ads Sound Like a Lecture?
The only education your ad should deliver is why the customer should give a damn.
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.