Do Business Well

Here are some guidelines for directing your thinking about television.

Rule 1. Keep it simple. Use your micro-creativity. Get inside your visual and maximize it. One idea explored in depth is more effective than superficial exploration of a dozen visual ideas.

Rule 2. Make your first scene audience-involving. You have four seconds or less to capture your viewers’ attention. If you haven’t accomplished it, your competition will.

Rule 3. Be larger than life. Exaggerate. Get as close to your product and the action as you can. If you stand back at a medium distance, you never really come in contact with your product. And neither does your audience. Continue Reading »

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Leadership first, perception second. To try to reverse this sequence is almost impossible.

What if you do everything right? What if you are the first in a new category and subsequently go on to dominate that category domestically? Then you should try to expand the market in the U.S. at the same time that you take your brand to the global market.

Coca-Cola did all of these things. But what’s next? Are there no second acts in branding history? Continue Reading »

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