redpepper: Let's find your HotSpot: knowledge center

Mad Motorists - January 14, 2004
In the early 1950's a strange phenomenon had Seattle motorists worked into a frenzy. Reports were spilling in that tiny holes, pits and dings were mysteriously...

The Trouble with Adjectives - April 20, 2005
Many advertisers are content to use vague language to describe their business. Among the most pervasive platitudes are words like quality, strong,...

Benevolent Swindling - December 22, 2004
A young collegiate returned home to the farm to honor his recently deceased father only to find his two older brothers in the slaughter house with...

Coffee and T-P - May 11, 2005
How many rolls of toilet paper does it take to build brand loyalty? The answer is simple. All of them. Females are responsible for influencing or buying 80%...

Ads ain't for inglish majors - October 5, 2005
The word advertising comes from the Latin word adverto, which basically means to "turn toward" or to "direct one's attention." One way to capture...

Beyond Words - June 6, 2005
Choosing the right words to communicate a specific idea is perhaps the most difficult task for any ad writer. Especially in a day and age when talk is...

Careful with that thing - September 21, 2005
As marketers, we constantly ponder the question, "How do people make decisions?" Answers to this question provide clues as to how to develop...

Attention! - August 3, 2005
When you thumb through a magazine or newspaper, what are you looking for? If you're like most people, you're looking for...

Digging for Gold - October 12, 2005
In 1799, a 17-pound gold nugget was found in Cabarrus County, North Carolina. Three years later, more gold in smaller pieces was found not far away...

New and Improved - July 6, 2005
In an over communicated society it sometimes feels necessary to advertise using language designed to create a perception that may not necessarily...

Ogilvy On Advertising
David Ogilvy
Golden nuggets of wisdom from one of advertising's greatest achievers.

Emotional Branding
Marc Gobé
How to create surprise, passion and excitement while building a strong brand.

Influence: The Psychology of Persuasion
Robert Cialdini
Arguably the best book ever on the "science" of persuasion.

Creating Customer Evangelists
Ben McConnell, Jackie Huba
How to develop programs that create communities of influencers that drive sales.

Brand Hijack
Alex Wipperfürth
A guide for creating a customer base that drives the evolution of your brand.

The Influentials
Ed Keller and Jon Berry
Learn what it takes to stimulate grass roots networks and capture active consumers.

Positioning: The Battle for Your Mind
Al Reis, Jack Trout
How to "position" a company within the mind of your prospects, and stay there.