Insights Blog
The Power of Positive, and Negative, Persuasion
While effective marketing communication usually aims to guide audiences toward positive outcomes, overly optimistic messaging can often fall flat. The most impactful marketing campaigns strike a strategic balance between a “Push” away from pain and a “Pull” toward a compelling vision of the future.
Unmask Your Brand’s Full Potential
Too often, businesses talk about communicating with customers and employment candidates as if they come from two different worlds. Those mixed messages confuse the public and stand in the way of the authenticity they want to project. Here are three rules that can help businesses unmask their full value to all audiences.
Lessons on Brand Execution from a Men’s Clothing Store
Years ago, when I needed to present at a national conference, and my suits had all become out-of-fashion, I had an immediate need to buy a suit. My wife and I headed out to a famous men's clothing store. I never expected that my experience would provide a lesson in brand execution — one that has stayed with me, even years later.
Behavioral Economics and Your Brand
What inspires anyone to build a relationship with one business or brand over another? The truth is people usually make choices by instinct and intuition. Behavioral economics lays out a set of common mental shortcuts, aka biases or heuristics, that people subconsciously rely on to make intuitive buying decisions. Here's how behavioral science can streamline your customer journey.
Speed Dating and Brand Strategy
Take a closer look at your customer journey. The process of attracting and engaging customers is more like Speed Dating than you may think. Here are five steps your brand can take to perform better in those few fleeting moments between Awareness and Consideration.
GoDaddy’s Brand Turnaround
We've had our fill of "We're all in this together" TV ads. But back in March, I was touched by a commercial that really got me going. It had amazing voice-acting and perfect copy. But wait... This was GoDaddy! That seedy brand from the early 2000s. How'd they make that kind of transition? Here's how...
Brand Launch on Pause
I spent much of 2019 preparing my business for a new brand—one that would more clearly express the strong feelings that we have about brands that connect customers with experiences. Two weeks after our Leap-Day 2020 launch, the world shut down. It was like going head-first over my handlebars.