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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

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…+

Cowardly …

Cowardly …

If you live in the South, you may be familiar with the Food Lion supermarket chain. Food Lion is the kind of supermarket you go to because … well, because it’s the closest, I guess? Well, as many re-marketers do from time to time, seems the folks at Food Lion decided they needed a brand…+

Are Buick, Cadillac and Dodge driving away from their legacies?

Are Buick, Cadillac and Dodge driving away from their legacies?

Three prominent car makes (or, as Ford would prefer you to think of them, “brands”) have recently taken a stab at redefining themselves for, they must believe, a misguided public. Buick, Cadillac and Dodge have each taken different approaches to the challenges, and they work to varying degrees of success. From least to most successful,…+