Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are powerful and persuasive in their own right. So grab a latte, pull up a chair, and let’s get started. First Mental Image (FMI): Viewers are introduced to Tate, Domino’s [...] Read more »
How Under Armour’s Marketing to Women Strategy Annihilates the “Shrink It and Pink It” Myth
Prevailing wisdom, for more than a decade, has sold business owners a marketing to women magic elixir dubbed “Shrink It and Pink It.” Seems pretty enticing. Probably works like gangbusters, right? Baloney. Prevailing wisdom is wrong… Shrink It and Pink It is pure crappola. And anyone who believes that this strategy is the path to [...] Read more »
My Interview on E3Woman With Kadena Tate
On Monday, I had the pleasure of being interviewed by Kadena Tate from E3Woman. Kadena and I spoke about the “trinity” of marketing strategy the importance of credibility in marketing. Look, I know you hate puffery. I do too. So I really mean it when I tell you that Kadena has a brilliant mind for [...] Read more »
Join Me In Austin For Two Days Of Marketing Beyond Advertising
I love teaching in person. Especially when I don’t have to zip through my material at 200 mph. Interacting with students and helping them with their marketing is rewarding for me. That’s why I’m stoked to announce that on July 15 – 16th, Mike Dandridge and I will be teaching, “Marketing Beyond Advertising” at the [...] Read more »
Proof That Domino’s Message Is Working
In a follow-up to my blog post, Yes, Our Pizza Sucks! Domino’s Latest Credibility Investment, I want to share with you evidence that the company’s gutsy marketing strategy is working. Take a look at the chart to the right. Notice that Domino’s stock price has nearly doubled since the launch of its marketing campaign. I [...] Read more »
How To Convince Customers That You Are The Superior Choice
How do you convince a skeptical public that your product or service is the superior choice? How do you inject believability into your marketing message without delivering the ho-hum claims and clichés that customers loathe and reject? You demonstrate confidence in your product or service with a credibility investment. Saddleback Leather Company brazenly dares you [...] Read more »
Thumbs Up For Currencies That Buy Credibility
My book, Currencies That Buy Credibility, just received a wonderful review from Holly Buchanan on her blog, Marketing to Women Online. Read the review. Oh, and for those of you who don’t follow Holly, I recommend that you start. Holly has a brilliant mind, and offers insights that can be successfully applied to your marketing. [...] Read more »
Yes, Our Pizza Sucks! Domino’s Latest Credibility Investment
Are you willing to stand naked in front of your customers? Most business owners simply don’t have the courage. They prefer to turn a blind eye to any uncomfortable truths about their business. You know, those stomach-twisting characteristics or traits that might cause customers to bolt for the nearest competitor: Drawbacks to a product offering. [...] Read more »
Inside Scoop Live Interview: Currencies That Buy Credibility
Last week, I had the pleasure of being interviewed by Irene Watson from InsideScoopLive.com. Irene and I discussed the foundational marketing principles found in my book, Currencies That Buy Credibility. Have a listen! Read more »
Currencies That Buy Credibility: Book Release
Publication day has finally arrived! Currencies That Buy Credibility is now available for immediate order. My heartfelt thanks to those of you who already placed a pre-order. I hope that if you like the book, you’ll consider writing a review on Amazon. Want to learn more about what’s inside? Last week, Tim Miles interviewed me [...] Read more »
Tom is in high demand as a 
