This is one of the most famous commercials ever produced by Nike. It’s punchy, it’s powerful. This ad is part of a campaign about greatness and how greatness is accessible, universal The message in itself is not super original but the delivery in this ad is amazing. I will…

Non-Fungible Tokens (NFTs) are unique blockchain-based digital assets that have gathered a lot of attention recently. NFTs can take many shapes: collectible cards, pieces of virtual land in a virtual world, playable gaming characters… 1/ But WTF is an NFT? An NFT has mainly 3 powers: Creating unique online objects that virtually cannot be altered or…

Salesforce launched in 2000 with already 200 customers pre-sold and reached $100M in revenue only 6 years after. ‍ And that was without social media and PPC. Here is how Marc Benioff (Salesforce’s CEO) made a lot of noise. 1/ Hijacking attention In the early days, Salesforce had no sales team and much…

Some brands don’t just have customers but collectors. A dream right? Here is a guide to becoming a collectible brand. 1/ Offer a quest for the next grail Having an object of desire can give sense to our lives. And a collection is a never-ending object of desire. There is always something new to collect. It’s a quest…

This is how Uniqlo became a $19 billion/year global success story. 1/ Humble Japanese origins Uniqlo’s founder (Tadashi Yanai) was born in the clothing business. In 1972, he inherits his father’s men’s tailoring business but decides to move into casual wear. His inspiration: Gap, Benetton…; which he discovered traveling the US. Uniqlo was born. 2/ Bad perception …

Sometimes your customers feel in control, powerful, and sometimes they don’t. What if I told you that sense of power shapes what they want and buy? ‍ Power and marketing are intertwined. ‍ Use these findings to your advantage to craft campaigns & products. 1/ What is power? Power is asymmetric control over valued…

As marketers, we think that customers will always prefer a more convenient product. Therefore “done-for-you” is always more desirable. Well, the IKEA effect completely contradicts this belief… The IKEA Effect explained The IKEA effect is a “cognitive bias in which consumers place a disproportionately high value on products they partially created”. (wiki) In other…

Brewers Supply Group (BSG) supplies craft brewers with ingredients like malt, hops, and yeast, etc. The kind of product you’d think is impossible to differentiate or get excited about. Well, BSG manages to get its customers excited with every shipment they deliver. How? The Nut Roll. Let me explain. When…

Funnel marketing is pretty basic stuff. You have the usual 5 stages: awareness, interest, consideration, conversion, referral, which shape your customer journey. What is there more to say really? Well, a lot actually! So here is our illustrated guide to funnel marketing. 1/ Keeping it simple There are really only 2 stages to a…