BE THE GUERILLA MY DREAMS
Be the Guerilla My Dreams. Be totally unexpected and delightful. Zig where others expect you to zag. Do the opposite of the usual - call it the un-usual and make it stand out from the crowd. Continue Reading
PACKAGING : WRAP IT IN A BOX
Take a lesson from Tiffany's: Don't ignore the packaging. Everyone knows what that robin's egg blue box means. It is luxury under the lid, beauty in a box. Can you say that about your own products? Continue Reading
YOUR NAME HERE
Your name here. Your brand here. If your brand or brand name is interchangeable with a competitor in your marketing communication, something is wrong. It's either time to change your name or Continue Reading
ONE SIZE FITS ALL
There’s a fundamental problem with one size fits all. It never does. Because any brand that claims that it fits everyone clearly fits no one. The brands we choose are an expression of who we Continue Reading
BRAND ICONS ON THE WRONG HEADS
People tend to wear icons and images of the brands they love. The mighty Nike brand took a downturn in the 1990’s at about the same time that millions of youths saw President Clinton wearing the Continue Reading
CLEARANCE vs SALE
We all love a good deal, but good deals come in different semantic packages. Which is the better buy something on sale or something on clearance? We intuitively believe that the clearance item is Continue Reading
MAKING IT LOOK EASY
 \r\n\r\nWe all admire the well-turned speech; the easy, comfortable presentation. The best speakers, especially the ones who appear to be talking off the cuff, script their presentation. Continue Reading
BLUFFING & REBUFFING
\r\n\r\nIn poker, you can bluff and win. In business you can bluff and maybe win. But, bluffing in business is a lot riskier than bluffing at the poker table. Even at high stakes no limit poker, the Continue Reading
QUALITY ISN’T A SALES HOOK
\r\n\r\nWe were listening to an inspirational audio CD from Dan Kennedy called "Confidence, Power, Dollars & Wealth" a recording of a training conference he runs for professionals such as Continue Reading
DIRECTOR OF FIRST IMPRESSIONS
\r\nWe were at a meeting in Phoenix at Dial Corporation. They’ve built a beautiful new headquarters and we were impressed by the architecture as we drove up. But we were even more Continue Reading
