People learn by comparison. They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one. When you position your product in an existing category… Read More
Lessons
People learn by comparison. They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one. When you position your product in an existing category… Read More
When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’ That is why a brainstorming session is a complete and utter waste of time for the truly creative person. Creativity… Read More
Our rational mind is always looking for evidence to support our dominant beliefs… the stronger the emotion, the stronger the belief, and the greater the tendency to seek out supporting evidence. This confirmatory bias is why we often… Read More
One of the problems with advertising experts is that they have a free pass. They go around to conferences, they talk to the press, they write stupid blogs, and they make profound and confident statements about the advertising… Read More
Typography is important because it carries the message of a brand. Very often you can tell what a brand is going to say to you just by looking at the typography before you even read the words. Stewart… Read More
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