There are some brand tag lines that seem to have been around forever. Newsflash: They have! Why do they do this and why does it work?

Every purchase has a moment, when something happens, and the buyer is triggered to take action. Understanding how and when this moment happens is like having Krytptonian cells. Let’s dive in and see.

How did a start up brand succeed where one of the world’s most recognisable brands failed? The answer’s simple. They understood the laws of categories.

People see thousands of ads, blogs and posts telling them about “stuff”. Things like products, features, and ROI. They don’t work. In this article I’ll show you why and tell you what you should say instead to grab attention.

We buy what we want and not what we need. Sometimes it’s hard to tell the two apart. In this article we take a look at the ways in which problems and pain appear, and how they effect our decisions.