Celebrating an Advertising Legend: The Best of David Ogilvy

Last week marked the 100th birthday of David Ogilvy, legendary advertising executive. Nicknamed “The Father of Advertising,” Time called Ogilvy “the most sought-after wizard in today’s advertising industry.” It’s no secret that I’m a big, BIG fan of David Ogilvy, and have been heavily influenced by his words and wisdom. So to celebrate his 100th [...] Read more »

How Creativity and Entertainment Can Demolish Your Ad’s Ability to Convince: Deconstructing Honda Odyssey’s “The Van Beckons” Ad

Today, I deconstruct the Honda Odyssey “The Van Beckons” Ad, and together we’ll learn why your message must resonate with your customer in order to drive sales. Miss the mark, even by a smidgen, and you’re in big, BIG trouble. First Mental Image (FMI): Average Joe walking out of a supermarket, late in the evening, [...] Read more »

Strategic Question #8: Are you targeting the relational or transactional customer with your marketing message?

(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) Are you targeting the relational or transactional customer with your marketing message? Generally speaking, your customer will fall into one of two camps: relational or transactional. And you must decide which of the two you [...] Read more »

How Domino’s Leverages Credibility Full-Tilt to Elevate Awareness and Persuade: Deconstructing Domino’s “Rate Our Chicken” Ad

Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are powerful and persuasive in their own right. So grab a latte, pull up a chair, and let’s get started. First Mental Image (FMI): Viewers are introduced to Tate, Domino’s [...] Read more »

Why You May Be Sabotaging Your Advertising Efforts and How to Avoid This Mistake – Part Two

Welcome back to Part Two of this post… The customer experience meltdown I described last week is not at all uncommon. I see stuff like this all the time. And I bet you do too. Things like: Disgruntled Employee grumbling openly about hours, work conditions, or other co-workers. This tends to happen most frequently as [...] Read more »

Why You May Be Sabotaging Your Advertising Efforts and How to Avoid This Mistake – Part One

I’m concerned that you may be sabotaging your advertising efforts… and it has nothing to do with poorly written ads, or choice of media. Truth be told, I’ve carried this concern for a long time. But it took a customer experience meltdown to remind me that I need to make sure you’re maximizing every penny [...] Read more »

Strategic Questions #6 & 7: What is the felt need of your customer that you are willing and able to meet?

(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What is the felt need of your customer that you are willing and able to meet? Persuasive communication demands relevancy. Which means your marketing message must communicate an idea, feeling or outcome that the customer [...] Read more »