Can your brand pass the Whodat Test?

Posted on Aug 18, 2012 | No comments (yet!)

Your messaging can have too little “brand ID” (witness that clever, funny ad you saw on tv last night for … um … for … somebody. It failed the Whodat Test. Or your communications can have too much, as in the need to repeat and repeat and repeat the brand name, reminding the audience that […]

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Don’t outspend them. Outsmart them.

Posted on Nov 17, 2011 | No comments (yet!)

Who frames the debate? Persuasion leading to rhetorical victory leading to a buyer decision often comes from the side that can successfully frame the debate. Once that happens, it’s over before it begins. A candidate says the election about the economy. His opponent says deficit reduction. Your product is low-calorie, your competitor’s is bacon-wrapped. The […]

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