Can a $200,000 college choice be an impulse purchase?

Posted on Jan 13, 2016

Yes, buying decisions are to some degree emotional. All of them. This assertion deeply offends marketers who trust rationality. But the evidence is stacked the other way. Customers buy from people they like, and by extension, from brands they like. Consider that college choice, by reputation a considered purchase given the 6-figure price tag. No […]

Continue reading »

Is your marketing ROI in decline?

Posted on Aug 25, 2013

Do your ads, intended to sizzle, fizzle? Does it cost more, year against year, to get through to your market? When we pose this question to CEOs and CMOs, the answer is a uniform and melancholy Yes. Marketing ROI is declining for companies who are not evolving fast enough. Outbound marketing is less cost-effective this […]

Continue reading »

Is your brand digital-smart?

Posted on Feb 20, 2013

Let’s assume nobody reading this is still on the dinosaur end of the digital bell curve, clinging desperately to traditional advertising. Or printed directories, cold calling, and other circa-1998 antiques. Neither are you likely to be found on the other pointy end of the bell curve, shunning traditional media, uber-active in social media, building dialog […]

Continue reading »

“Look no further”

Posted on Jan 5, 2013

“Look no further” has always been a staple of advertising copy. This insulting (when you think about it) phrase is wishful thinking which literally translates into “Stop thinking! We’re afraid you’ll look at our competitors.” Of course that is exactly what you desire to close a sale. In true “Blink” style, if your presentation, store […]

Continue reading »

Why do CEOs hate branding?

Posted on Aug 31, 2011

Actually, only a few CEOs hate branding. Many more distrust it. And for good reason. Finance and Operations, the career paths of most CEOs, involves stuff you can control within your four walls. You can lead; people will follow. You can establish procedures; they’ll be in place. Hire, fire, budget, steer the ship. You have […]

Continue reading »

What makes a memory vivid?

Posted on Jul 13, 2011

How to make brand messaging more memorable by activating brain chemicals, particularly the neurotransmitter epinephrin, aka adrenaline.

Continue reading »

DIY branding advice for CEOs. In one word!

Posted on Jun 7, 2011

Don’t. Dear CEO: branding is probably not your core competency, or even a game where you read the box scores daily. It’s best outsourced to experts, for the same reasons you outsource brain surgery or elevator repair – find smart people with specialized tools and experience, then demand good outcomes. I have to admit that […]

Continue reading »

Setting fire to money

Posted on Jun 6, 2011

Most local advertising fails. The failures are twofold: the brand messaging is unstrategic, and the media planning, negotiating and buying is unsophisticated. Result? A bonfire of benjamins. We can help. Call us.

Continue reading »

Three strategies for tough times

Posted on May 1, 2011

Current economic conditions mean your category is in flux. You and your competitors face tough choices. You have your brand to protect, so you have three strategic choices: spend less, spend more, or pretend nothing’s changed. Ignoring the fantasyland of choice #3, what’s the best strategy for you? Choosing between cost-cutting and aggression is easy, […]

Continue reading »

Marketing’s Three Big Delusions

Posted on Dec 17, 2010

Delusion #1. Your audience will sit still. Sermons ain’t what they used to be. Many a 19th Century novelist would button up a story by marching all of the characters into church, where the preacher would deliver the moralistic uplift the author wanted these misbegotten souls to hear. The audience for your brand story today, […]

Continue reading »