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(This is the latest installation in a long-running series of introductions to books I recommend.  If you would like me to look at a book on business, brands, or the people who work on them, please let me know in the comments section below.) – the book:  Words That Work: It’s Not What You Say, It’s What […]

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Who knew my recent column in Adweek about taglines would have sparked such interest?! The piece, in which I share my perspectives on the changing role and nature of taglines, prompted many people to comment and share their own insights.  Here is a sampling of the reactions: […]

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When Adweek editor Jim Cooper asked me to write a Voices column for his magazine, I knew immediately the topic I wanted to discuss:  taglines.  Given how much creative and media has changed in recent years, it makes sense that those haiku-like brand sign-offs would also evolve. As I researched the topic, I found some […]

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(“brand book bites” are book write-ups that highlight the most interesting brand stories in the latest best-selling books.  Subscribe to my feed so you don’t miss these regular bulleted briefings on the books I recommend.) –  the book:  Youtility: Why Smart Marketing Is About Help Not Hype – a helpful read about helpful marketing – […]

brand-as-business bit:  When the folks at HBR Blog asked me to write a piece about why are so many celebrities now ‘Creative Directors,’ I had a lot of ideas and insights about the changing nature of the brand/celebrity relationship to share.  But actually progressive companies have actually engaged this kind of celebrity partnership for years. […]

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brand-as-business bit:  “Don’t say it, be it” – as in “don’t say you’re cool, be cool” – has to be one of the most well-known principles in advertising.  And yet we see so many brands fail to heed it.  The most recent offender?  Apple. I’m sure there are a lot of people who disagree with […]

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I’ve always been fascinated by movie trailers – not for how they entice people to see movies, but for the insights they provide into how to make great ads.  After all, ads and trailers serve a similar objective:  convert viewership into action — buy a product or go see a movie. […]

brand-as-business bit:  What makes an ad something people want to share with others?  Is there a secret formula for making ads that are most likely to be shared? The March issue of the Harvard Business Review included a report by Harvard prof Thales Teixeira who tracked viewers’ eye movements and facial expressions while watching ads. […]