What’s Preventing YOU from Walking the Walk?

Apple Display

Some years ago, a PC enthusiast stormed out of my workshop when he objected to the Apple Computer case study I was presenting. Evidently, praising Apple was too much for this poor soul to bear. That said, I realize and appreciate that Apple is a polarizing brand. So let me first begin by warning you [...] Read more »

5 Sure-fire Ways to Uncover What’s Inside Your Customer’s Heart

Uncover Your Customer's Felt Need

I briefly touched on this vital marketing step in a previous post, but it’s worth repeating — because if you make a mistake here, well, nothing else matters. Plus, this is the question Main Street business owners ask me most often. So let’s jump right in … here are five surefire techniques for uncovering the [...] Read more »

How Nature’s Recipes Can Solve Your Marketing Problems – Part 2

Diamond

Examples of honest signaling in Main Street business: Michele recently wrote about Appelt’s Diamonds and its “Rock Solid Diamond Warranty,” which eliminates any and all customer objections to buying a diamond. Warranties and guarantees are unquestionably the most common examples of honest signals in marketing today. Here’s how Appelt’s warranty works: If your diamond chips, [...] Read more »

How Nature’s Recipes Can Solve Your Marketing Problems – Part 1

Stotting Gazelle

In 1941, Swiss engineer, George de Mestral invented Velcro after he got the idea for the fastener after examining the burrs that stubbornly stuck to the fur of his dog. Velcro is a practical application of biomimicry – a new science which studies nature’s ingenious solutions and then copies these ‘recipes’ to solve human problems. [...] Read more »

Overcoming Your Addiction

Event-Driven Marketing

Yesterday — for the first time in years — I set foot inside J.C. Penney. To my surprise, I came away impressed with the retailer’s customer experience. Shortly after walking into the store, my wife and I were cheerfully greeted by two J.C. Penney employees. What’s more, the store featured wide, inviting aisles … neatly [...] Read more »

Intensify the Believability and Persuasiveness of Your Ads with Hard-Hitting, Personal Stories: Deconstructing J.R. Dunn Jewelers

J.R. Dunn ad copy (Please note: Scroll to the bottom of this post to hear the produced radio spot): When I was seven years old, I held my father’s head in my hands as he took his last breath and died. A thing like that stays with you. It helps you understand that relationships – [...] Read more »

Marketing Quick Take Q&A: Fearing Social Media

Video Transcript: Hi, I’m Tom Wanek. Welcome to WonderBranding’s Marketing Quick Take Q&A, where we answer your specific questions about marketing and advertising. Today’s question comes from WonderBranding reader, Duane Christensen … Duane says: “I’ve been pondering this comment a local lawn fertilizing client of mine told me the other day. He said something like, [...] Read more »