Tell a better story

You sell a product that is losing out to Amazon on price and convenience? Stop chasing your tail in the pursuit of ever lower prices or fanciful plans to get into the same-day delivery business. Tell a better story; one rooted in deep customer relevance and remarkability. You run a non-profit that has trouble getting … Continue reading Tell a better story

Reach is not impact

This Sunday dozens of brands will pay for multi-million dollar Super Bow ads because those spots will get them in front of what is likely to be the most watched TV show in US history. The odds that more than a handful of these massive budget campaigns will accomplish their objectives sits somewhere between slim … Continue reading Reach is not impact