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.

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Woman holding lightbulb with glowing filaments
Blurry business pedestrians
Behavioral Economics and Your Brand

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.

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GoDaddy Brand Transformation
GoDaddy’s Brand Turnaround

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...

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Paper Airplanes on Pause
Brand Launch on Pause

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.

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