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.

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A tweak to make your search engine results more effective

Posted on Jul 9, 2011

How to improve the clickthrough rate of your search engine results.

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Get your brand to the intersection of S and D

Posted on Jun 26, 2011

A young marketer asked for help on a LinkedIn discussion board: what advice would we give him as he started his career? Our reply, in three words: Never Accept Ordinary. Good advice, sure, but perhaps ordinary. So, let’s expand on it a little. Great brand connections often begin at the intersection of Surprise and Delight. […]

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Keep your “drill down” down

Posted on Jun 21, 2011

Writing for and designing websites means serving three audiences, all of them important: people who want to hear your brand story (Quals), people who also want to know your proofs and processes (Quants), and search engine robots (Bots). Most websites fail this test. The biggest failure is not realizing that 86% of visitors, the Quals, […]

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Branding should not focus on customers

Posted on Jun 10, 2011

Your brand’s substantial, leveraged growth will come from prospects, not customers.

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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 […]

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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.

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The success of the Rapture, with lessons for your brand

Posted on May 22, 2011

The Rapture? A success? Despite the flood of jokes about the failure of the Rapture to appear on time, bear this in mind: the radio evangelist who managed and promoted this Brand netted more than $70,000,000 for his efforts. A sum, it must be added, he is not about to refund to his followers. $70 […]

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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, […]

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USP? R.I.P.

Posted on Apr 22, 2011

The Unique Selling Proposition (USP) concept is pleasingly simple to grasp. It’s a lot like horoscope reading, as it seems to offer semi-magical power to make friends and influence customers. Too bad it’s an illusion.

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