101 Contrarian Ideas About Advertising

You And Me And Monkeys Throwing Darts

we don't get them to try our product by convincing them to love our brand. We get them to love our brand by convincing them to try our product.

But I do know how to sell them. Get your real creative leader together with their real decision maker, and get everyone else out of the fucking way.

quantum advertising. I think there are things that just happen for no reason. I've seen ad campaigns that are brilliant, strategically perfect, and beautifully produced fail miserably. I've seen stupid, ill-conceived campaigns work miraculously. Sometimes, all our logic just doesn't work.

Beware of this. Most valuable insights are small and contingent.

"we answer on the first ring" is a more powerful promise than "world class service."

You don't sell someone something by engagement, conversation and relationship. You create engagement, conversation and relationships by selling them something.

Then we have to understand that the most efficient, most effective, most durable way to build a brand is to sell someone something. Experiencing a product is a thousand times more powerful than experiencing an ad. Getting someone to try your product is far and away the best way to build your brand.

aside from search, it has mostly been a disappointment as an advertising medium.