How to Shape Human Behavior for Advertisers

TABLE OF CONTENTS How does the advertising process work? I want to hire a professional. How can I tell the good from the bad? What misconceptions do brands commonly have about marketing? Branding Strategy Business Models Products, Services… Read More

104. How To Start A Startup: Doing Things That Don’t Scale & Public Relations Tips

13 important takeaways from this lecture:

Getting noticed is a prerequisite of any good idea. Hegarty on Creativity by Sir John Hegaty of BBH

You can’t be good at everything. The skill is to work with someone who is good at what you are not. Hegarty on Creativity by Sir John Hegaty of BBH

Snap judgments and rapid decisions often lead to poor work. The ability to stand back from your thinking and give it what we call ‘the overnight test’ is essential. Unfortunately, we live in a world today that too… Read More

In advertising, the best partnerships are usually those formed between art director and writer. The reason for this is in their job titles: Art directors think visually. Writers think in terms of narrative. Hegarty on Creativity by Sir John… Read More

One of the greatest threats we face is simply put – bullshit. We’re drowning in it. We’re drowning in rhetoric that is just true enough not to be a lie. Bob Hoffman on The Golden Age of Bullshit citing speechwriter John… Read More

The people LEAST likely to engage deeply are the MOST important for growth. There is a way out of this paradox. But it requires us to embrace two principles: 1) Battle for interest, not attention 2)Fans are actors,… 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

The purpose of marketing is not merely to secure the attention, participation and purchases of the fans alone. Brands depend on retaining and attracting legions of buyers who don’t know our brand well, and don’t buy it very… Read More

You can be conditioned through advertising to choose logically inferior options. We can even become conditioned to find great pleasure in things that harm us. 7 unconscious errors we make when buying brands by Douglas Van Praet

We have a responsibility to the truth. The advertising industry needs it and our clients deserve it. Bob Hoffman on The Golden Age of Bullshit

Efficiency doesn’t build relationships. Quarterly-update newsletters get skimmed and don’t resonate at all. I would rather get a quick 5-line personal email is so much more effective than a BCC: blast. Ramit Sethi on Google Talks

The best briefs are when the creative team leaves the brief meeting with ideas already in their head. If your brief is boring, or leaves the creative team with more questions than answers, or worst, demotivated, then your… Read More

People’s relationship with your brand affects their likelihood to notice communications from your brand. The Participation Paradox by Martin Weigel

The theory that people want to engage with brands online and share their enthusiasms with their friends and that their friends will share their enthusiasms with other friends through social media channels has turned out to be an… Read More

Design is the glue between people and corporations. But brands can sometimes give splintered messages and forgettable offerings that don’t excite people. Between advertising, packaging, product design, public relations, Web communication, and the look and feel of their… Read More

There are only two ways to influence human behavior: – You can manipulate it – You can inspire it Start With Why by Simon Sinek

No matter what you’re creating, a single vision is fundamentally important. It is the driving force of every project. Every project needs someone in charge with a crystal-clear vision. Hegarty on Creativity by Sir John Hegaty of BBH

It’s important to understand the history of typography. Not every graphic designer knows this, but it’s very important because typography evolves alongside technology, and the shape of typography is created by technology. We now have millions of different… Read More