It could be twice as effective if it does

Woman “smelling” logos just reported that SoundOut, a UK branding firm, has tabulated a survey of 30,000 participants in the U.S. and UK to discover the strongest sonic logo of 2021. The winner is Disney in the U.S., and a company called Just Eat in the UK.

Wait, what? Are we talking…

Many of us are so busy looking for the latest and the most cutting-edge tools to help us market or persuade that we often fail to look behind us — like 97 years behind us.

Born in 1866, Claude C. Hopkins was one of the most influential copywriters who ever…

A Simplified Guide

Answers to the #1 question in marketing

THE Question

I just typed the search phrase “setting a marketing budget” into Yahoo and it came back with over 271 MILLION hits. Obviously, it’s a topic that a huge number of people have questions about. If you’re reading this, you’re probably one of those people.

There are as many ways to…

An old patent for a silly hat-raising invention.
An old patent for a silly hat-raising invention.

Alex F. Osborn was the “O” in the famous advertising agency, BBD&O (15,000 employees today at 289 offices in 81 countries.)In the 1940s, unsatisfied with the lackluster ideas his creative staff were presenting for clients like GE and Dupont, he began experimenting with group idea-sparking sessions he called “organized ideation.”…

Name badge with several rejected names.

Make a Good Name for Yourself Without Getting Sued

There are few challenges an enterprise faces that are more serious than choosing its name or the name for its latest product.

If you’ve ever named a child, or a pet, or even a boat, you know how difficult it can be to come up with the perfect choice. With…

These verbal sidekicks need to be kicked out of your writing

Old movie cowboy and his comic sidekick

If you’ve read many novels or comic books or seen many movies or television shows, you know about characters called sidekicks. They’re the hero’s associate and their often bumbling antics serve to make the star shine even brighter. …

Certain words are as powerful as incantations

Hypnotist putting lady intro trance in old drawing.

We’re not talking about the pseudo-mystical exhortations used by stage illusionists and in movies — abracadabra, alazakam, expelarmus or presto-change-o. We’re talking about simple, everyday English-language words that almost have the power to enchant people.

You know every one of these words and, chances are, you use all of them…

Boyd Blackwood

Creative Director, writer, 30+ year marketing veteran. I share what I’ve learned about creativity, persuasion, and marketing.

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