“Nobody reads ads. People read what interests them. Sometimes it's an ad.” -Howard Gossage Too Many Words? If you've ever looked at your ad and thought "there’s no way anyone will read all this" you’re not alone. The “how much is too much” copy question is one of...
The biggest mistake companies make is introspection. They want to talk about themselves! Companys should focus on what the customer needs to hear, not what they want to say. It’s always about the customer and how you can make their life better. People don’t...
Product naming occupies an interesting space within the larger marketing mix. It can be driven by left or right brain thinking, it can be rooted in function or emotion, it can be anchored in relevance or irreverence. Form vs function, emotion vs description. For every...
Two of the better known brands in America are suffering from an identity crisis. In the run-up to the quadrennial sales pageants known as the primaries, both the Republican and Democratic establishments are undergoing a period os soul searching. Too bad their consumers aren't. Oxymoronically called...