The most important messaging choice boils down to whether you’re attracting Relational or Transactional customers.
This legendary print campaign for Canadian Club whisky provides a superb, “in the wild” example of Brandable Chunks.
Origin Stories tackle the toughest and thorniest problems facing advertisers — particularly Ugly Duckling Businesses.
Most marketers offer one-size-fits-all advertising advice that simply won’t work for ugly duckling businesses.
In presenting a focused strategy, sometimes I get presented with a made-up word: Alsofocuson. As in, “Can we also-focus-on this other focus?”
How do you become the fan favorite and win the game before the match has even started? Secret: You won't need a folding chair...