The Invisible CTA Button
Richard A perfectly designed, bright red “Buy Now” button sits right in the middle of a webpage, yet the reader scrolls right past it. They didn’t miss it because they were…
Buying Psychology
The Name is the First Test of Judgment
In the 1970s, Chevrolet launched the Nova in Spanish-speaking markets. Despite heavy marketing, sales were abysmal. The reason was a linguistic accident: in Spanish, “no va” translates to “it doesn’t…
The Double Dragon Marketing Problem
Imagine you are launching a luxury brand in East Asia. You want to signal power and ancient wisdom, so you choose the dragon as your symbol. It seems like a…