Can your brand pass the Whodat Test?

Posted on Aug 18, 2012

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

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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