Don’t automatically take what people say at face value. People change their minds a lot. Also situations and research changes people’s perspectives all the time. Listen to what people say, but trust yourself to do a good job… Read More

Many brands with big advertising budgets invest in saturating the consumer’s field of perception, be it in books, on television, or in the metro. This makes it easy for consumers to come to the conclusion that all advertising… Read More

Assessments can say a lot more about us than about the thing that we believe we are describing. Pete Hamill “Mind Your Feedback” (via peterspear)

Our selective attention is continually screening out a huge amount of information but that doesn’t mean that this information isn’t being processed. While we are not consciously processing it, our unconscious mind can be changed by what passes… Read More

Can a successful brand appeal apply to everybody? No. No one brand can possibly have a universal appeal. The 22 Immutable Laws of Branding by Al and Laura Ries

Does quality matter? Absolutely. But where does the concept of quality reside? Quality, or rather the perception of quality, resides in the mind of the buyer. If you want to build a powerful brand, you have to build… Read More

When you narrow your focus, you become a specialist rather than a generalist. And a specialist is generally perceived to know more, in other words to have ‘higher quality,’ than a generalist. The 22 Immutable Laws of Branding by Al… Read More

Most marketing isn’t dishonest; it’s just dumb. The dumbness is usually caused by marketing wonks trying to speak to so many people at once that they end up adopting a tone of epic blandness. Graphic Design: A User’s… Read More

An important aspect of branding is having a better name. All other factors being equal, the brand with the better name will come out on top. Being a specialist and having a better name go hand in hand…. Read More

A service is often defined as a helpful action or work done for someone else. Often the only difference between a service and a product is point of view. In some sense, every product provides a service to… Read More

Like any other high-profile industry, the Internet has attracted thousands – if not millions – of players. And most will fail. The 22 Immutable Laws of Branding by Al and Laura Ries

Don’t ask “What’s the next big thing?”. Ask “What’s the next big culture?” Alexis Madrigal

When you have a large number of customers, you can’t get to know all of them intimately and so you must make certain assumptions about them. But when you have a small startup your customer base is smaller… Read More

Marketers often confuse the power of a brand with the sales generated by that brand. But sales are not just a function of a brand’s power. Sales are also a function of the strength or weakness of a… Read More

The FUDing creative angle: FUD stands for Fear, Uncertainty, and Doubt. Ask consumers if they are confident, feel safe, know all the risks, and they’re likely to begin to feel unconfident and insecure, and will want you to… Read More

Advertising is not why we pay attention. Yet marketers must make us pay attention for the ads to work. If they don’t interrupt our train of thought by planing some sort of seed in our conscious or subconscious,… Read More

If your competition is weak or nonexistent, you can often increase sales by weakening your brand. You can therefore draw the conclusion that line extension works. But in doing so, the only think you have demonstrated is the… Read More

Knock the competitor creative angle: This is not something to be done overtly, although references can be made to well-known products and any shortcomings they may have. Comparison advertising is often as simple as showing similar people in… Read More

While extending your product line might bring added sales in the short term, it runs counter to the notion of branding. If you want to build a powerful brand in the minds of consumers, you need to contract… Read More

For any particular piece of advice, I can find somebody who: 1) Followed that advice and made a lot of money 2) Didn’t follow that advice and made a lot of money 3) Followed that advice and didn’t… Read More