The Four Motivations That Drive Consumers & How to Wield Them
Marketing, like the subtle art of court intrigue, demands precision and insight. To truly captivate your audience, you must understand their hidden desires - status, altruism, self-i...
Invisible Forces: How to Embed Your Brand in the Conscious and Unconscious Mind of Your Audience
To create a memorable brand, you must align your message with the audience’s existing thoughts and emotions, forging powerful mental connections. By understanding how ideas interact and strategical...
How to Fool Your Market Into Fool-proofing Your Next Product Launch
Strategically ambiguous messaging allows you to 'beat the grass to startle the snakes,' revealing hidden market sentiments before fully committing to a launch. Whether you're gauging interest in a ...
The Power of Saying Less: How Brands Can Embody Control
Master the art of saying less to project control and sophistication, attracting customers who seek these qualities. Learn from the Oracle of Delphi, Machiavelli, and brands like Appl...
False Alliances: The Silent Killer of Brand Loyalty
Your failing brand is built on false alliances. Learn how these came to be and how you can convert your false alliances into true ones.
Adapt or Perish: Harnessing the Power of Shih in Messaging
There are places in business for formulaic thinking. Messaging is not one of them. Your brand of yesterday should not be your brand of tomorrow. As you adapt and grow, so should your brand.