How to create change one behavior at a time.
How Do You Market Position a Behavior?
We’ve all seen product positioning — Aquafresh versus Crest, Avis versus Hertz, and so on. But..
How to Keep Your Traffic Safety Campaign from Putting People to Sleep at the Wheel
Let’s make one thing really clear: people are not in the market for traffic safety campaigns...
Why Branding Isn't a Four-Letter Word
This article about how Gainesville, Fla., is “debranding” itself was shared in our office the..
Do Awards Make Ad Agencies Better or Worse?
We’ll admit it: We love winning awards. We like the praise. We like the attention. We like..
Why Clever is King in Social Marketing
When it comes to defining the field I’ve labored in for almost 40 years, I’m a..
Want Breakthrough Creative? Here's How to Test for It
♫ Let the bad guy win every once in a while ♫
How to Keep Research from Ruining Your Creative
While opinions may differ over how important it is to pre-test advertising with target..
How to Tell If an Agency Really Does Behavior Change
Until just a year or so ago, I often had to spend a lot of time explaining what I do. Outside of..
Designing for Non-Conscious: Don't Think. Feel.
The reality is people think a lot less than they think they think. As I mentioned in a previous..
How a Design Choice Reduced Anemia in Cambodia
The Skimm today had a link to the Lucky Iron Fish, a buy-one-give-one Tom's-type social..
Communication Tip: People Don't Read
What is Branded Content? And Do I Need It?
It's Friday before a long weekend, so we won't make you read. Instead, you can watch. Here's a..
