Every word of this ad, written in the 50’s, is true today. Sales teams are up against this everywhere across many industries. The sales cycle is long, costly and highly inefficient because the prospect has no idea who your company is, what your company stands for or why they should do business with you. And… Read More »Sales Starts Before the Salesman Calls
Everyone loved him. So they killed him. Doesn’t make sense, does it? Read on. He was debonair, he was charming, and though he didn’t always drink beer, when he did, he preferred Dos Equis. What a gift this ad campaign was! It made a formerly regional beer (mostly Texas and Cali) into a powerhouse brand.… Read More »Why Did a Beer Company Kill This Man?
Once upon a time there were two brothers, Lexus and Infiniti. They were born around the same time, and though they were not exactly twins, they were very much alike. Yet one has always been the leader, and the other the follower. The reason why is very informative. When Lexus debuted, it came with an… Read More »A Tale of Two Brothers
Imagine this: You just went to the prom with best-looking boy or girl in the school. You were the envy of everyone there, and the next day the whole school was talking about you. Lucky you, right? Then, just for the heck of it, you dump him or her. You thought, hey, might as well… Read More »HOW AN INDUSTRY LEADER BURNED THEIR BRAND
When Christie’s auction house wanted to stir up interest for a new artwork that was believed to be by none other than Leonard Da Vinci, they did something utterly brilliant. In the promotional film that they commissioned for the auction, rather than show the product—the painting —they focused on the reactions of the people privileged… Read More »HOW TO DRIVE REPEAT BUSINESS