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Case Studies

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

From the Blog

The Best Story You See This Holiday Just Might Be An Ad

The Best Story You See This Holiday Just Might Be An Ad

Good storytelling doesn’t require a lot of time. In fact, when done expertly … masterfully … a great story can be told in just about 90 seconds. Like this: Clearly, Misunderstood packs a real emotional punch It’s heartwarming and clever, plays against stereotype, utilizes a twist ending, and, as a result, tugs at the heartstrings…+

Coke taught the world to sing. Heineken’s showing us how to listen.

Coke taught the world to sing. Heineken’s showing us how to listen.

A short time ago, we spent a few minutes having some fun at the expense of the so-called “real people” who inhibit the strange, strange world of the Chevy ads. And pretty much the entire world has had its say about the egregious Pepsi/Kendall Jenner spot. No need to pile on. (Okay, a little piling…+

UPDATE: Who holds the Championship Belt for worst tagline?

UPDATE: Who holds the Championship Belt for worst tagline?

A little while ago I ranted a bit about what I felt to be some offensively bad copywriting (see below). Recently I heard a line just as head scratching. Now, it was on a podcast, so there’s a good chance it wasn’t written by a professional copywriter … which, right there, shows again the dangers…+