IGNITE CREATIVITY: Strut Your Stuff Case Study
The situation: I’ve used this concept too many times to pick just one example, so I’m going to share the philosophy with you, shared by the great advertising legend Claude Hopkins way back in 1923. Hopkins was called in to help Schlitz beer increase its market-share. At the time, each beer manufacturer was claiming that customers should drink their beer because it was "pure beer." The problem was, nobody knew what exactly "pure beer" was. Sure they knew what "pure" meant, bu
