Stop doing that

Continue: The most chicken-hearted word in marketing

Marketers often latch on to words that soften their language. Actually, humans in general do this: think of the last time you said ‘Maybe I’m wrong but…

Why I hate the ‘Cover the Logo’ test

The ‘cover the logo’ test kills great ideas—because people don’t get how brands work.

Buyer confusion is killing your marketing

Buyer confusion might be the number one killer of marketing effectiveness. Here’s why it happens and what you can do about it.