The gimmicks creative angle: Promotional giveaways and eye-catching tricks such as clever folds in direct mail or an unusually located advertisement in a magazine can work if they are linked closely to the consumer. Running ads along consecutive… Read More
Sooner or later a brand leader has to shift its branding strategy from publicity to advertising. By raising the price of admission, the advertising makes it difficult for a competitor to carve out a substantial share of the… Read More
Brand leaders should not look on their advertising budgets as investments that will pay dividends. Instead leaders should look on their advertising budgets as insurance that will protect them against losses caused by competitive attacks. The 22 Immutable… Read More
How creative do you have to be? Let’s forget about being creative and get on with the job of writing advertisements. The creativity is inherent in the process, but if you try too hard to make your ad… Read More
Advertising is probably the most creative industry you can work in. The reason is you have to come in every day and have a new idea. And that idea can’t be like yesterday’s idea. And if you don’t… Read More
Brand trust is a vague, but soft and safe form of product confidence that consumers feel when interacting with a brand that’s spent a ton of money on consistent, frequent interruptive messages. Brand trust is dramatically overrated. It’s… Read More
When you say ‘Our product is better,’ what does the consumer really think when you make the claim that you produce a better product? They think ‘That’s what they all say.’ The 22 Immutable Laws of Branding by Al and… Read More
Design does matter. Being a designer is important. Because as a designer, we have the ability to design the world we want to live in. So I think it’s up to all of us to design something worthwhile…. Read More
Most consumers want to buy the better product, most people buy the leading brand. Which in turn keeps that brand the leader and gives that brand the perception that it’s the better product. The 22 Immutable Laws of… Read More
Each of us enjoys shopping once in a while. If we enjoy shopping, we don’t mind being given ideas, updates, and information that will help us to shop. This is the attitude to adopt as you tackle each… Read More
Advertising is a powerful tool, not to build leadership of a fledgling brand, but to maintain that leadership once it is obtained. Companies that want to protect their well-established brands should not hesitate to use massive advertising programs… Read More
We all know that when big companies buy startups, at least half the time, they die afterwards. So big companies buy something for hundreds of millions of dollars, and then wind up selling it years later for tens… Read More
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