Category Archives: Motivation

In Making a Story

When I began my career in communications and brand research, I thought of my previous careers as trunks to be stored away in the mind’s attic—perhaps pulled out in a far-distant future when I had time for reflection, meandering beach … Continue reading

Posted in Advertising Research, Ameritest, Attention, Books, Brand Positioning, Emotion, Memory, Motivation, Storytelling | Tagged , , , , , , | Leave a comment

What Advertisers Learned From A Little Monkey

Imagine, if you will, a thick hamburger patty being pulled off a sizzling grill and laid on a freshly toasted bun. Cheese slowly melts on the patty while it’s topped with lettuce, tomato and secret sauce drips as the top … Continue reading

Posted in Advertising Research, Ameritest, Memory, Motivation, Neuroscience, Packaged Goods, QSR Advertising, Storytelling, Uncategorized | Tagged , , , , , , , , , , | Leave a comment

5 Common Advertising Mistakes To Avoid In 2016

Growth comes from reflecting on and analyzing both success and failure. As we flip the calendar to a new year, we thought it would be helpful to share the five most common advertising mistakes that we’ve seen in the CPG … Continue reading

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The ‘Second Battleground’ To Drive Brand Growth

Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different. — Michael Porter Just about every brand marketer talks about winning the battle at shelf. But there is another battleground that is too often ignored. Many brands … Continue reading

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Completing the Picture – Part 1

Imagine the following scenario… You and a friend go to a movie. It is a movie you both enjoy, but toward the end of the movie the person next to you gets a call on their cell that they proceed … Continue reading

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Volkswagen Uses Jedi Mind Tricks to Sell Its New Passat

It’s the ad generating the most buzz this day following the Super Bowl. The Volkswagen Passat commercial featuring a little boy dressed as Darth Vader attempting to use “The Force” to affect things around the house. After several failed tries, … Continue reading

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Dear Colonel, Your Buns Could Be Better.

So the Colonel has improved his buns. No, not those buns. (C’mon, I’m in research, I’m not allowed to be saucy.) But, that really is what the Colonel tried to tell people this past week. That his buns are better…than … Continue reading

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