Daily Lab: 3 Wrong Answers
Avoid the crowded race to the bottom.
advertising
18 posts
Daily Lab: The opposite of advertising
Cold outreach often sends the exact wrong signal.
“Make Me Laugh”: How to build a brand based on values
Darwin said that he “followed a golden rule, namely, that whenever a published fact, a new observation or thought came across me, which was opposed to my general results, to make a memorandum of it without fail and at once.”
Adjust the end to your means
If you don’t have the resources, capabilities, or equipment necessary to make something that looks like it had an enormous budget, or which matches the prevailing trendy aesthetic, try something else.
Dear Charlie
The task was to sell a German-made car in America, less than 15 years after the end of World War II. Oh, and it looked and drove nothing like the most popular cars of the day. So how do you introduce a new car in a hostile market dominated by giants?
We must start with gold
Everything we do in our business either reinforces or damages our market position. Including, or even especially, how our product works and looks.
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