Do you need a negative element in the campaign? Sometimes you do, other times you don’t… Some would say “No” and others would say “Yes”. I like to experiment with things, so I’m on the side of those arguing “Yes”. In fact, sometimes it’s really beneficial for you to need something like this. Why? Because […]
We are Selling Certainty in an Uncertain World
Saturday evening I was watching “Two for the Money” and one of Al Pacino’s lines taught my attention. He said a great thing to his „disciple”: “We are selling certainty in an uncertain world”. I was so flattered by his words (and it wasn’t about insurance companies). They were selling a “certainty” to people making […]
How to Create the Perfect Campaign
There’s no way, because there is no such thing as a perfect campaign. If we start analyzing each and every campaign (online and/or offline) around us I bet we’ll notice one thing: Something’s missing. Maybe it’s missing PR, maybe a type of measurement, maybe a result beyond brand awareness, maybe online communication, mazbe banner ads, […]