Marketing’s Focus Group Trap
Why the "smartest" person in the room is ruining your marketing.
Public Service Advertising Done Right
It's really hard to educate the consumer, but they made a dull subject sparkle.
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.
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.
Play angle of approach for fun and profit
Angle of approach lets you transform a rolling piece of scrap into a dream car.
How to Become Famous on a Small Marketing Budget
There are 3 main levers that can help you become famous and wealthy.
Everyone Should Have a Jingle
What makes a great jingle? And what does the science of audio branding teach us about them?
This is a GOOD Car Commercial
My daughters were like, "That's a stupid ad." But they were pinpoint targeting the DNA of the drivers they wanted.
How Old Spice Saved Their Brand!
"We've got nothing to lose." It was hard to say yes and run this strange ad, but they were that desperate.
How Poo-Pourri Went Viral
When you tone something like this down, it doesn't work. The owner must be ready to go all the way into the joke.
“Oh, But My Company is Different.”
Real matters. Only a fool looks at another company’s ad and says, "We should do that."
Emotion in Advertising Equals Dollars in Business
6 marketing pros on 2 continents explain the financial benefits with proven outcomes rooted in human psychology.
Cadillac’s SEXY Brand Revival Strategy
It takes vulnerability and bravery to address and dismiss like this, which is why it's not done that often.
Targeting is the “Only Way” to Advertise
Is mass media a farce? Maybe. Or is there another way to get the right people to do what we hope them to do?