Author Archives: Kim Wallace

People Buy with Emotion and Justify with Logic

“It feels right.”                                       “It makes logical sense.” Wallace & Washburn’s EmotiveSCAN™ analysis helps companies understand the emotional buying triggers of their … Read More

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How to Find Your Next “Big” Idea?

Advertising gurus David Ogilvy and George Lois pioneered the term “Big Idea” in advertising. Ogilvy said, “You will never win fame and fortune unless you invent big ideas.” It’s true. My first exposure to a truly great “Big Idea” was … Read More

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Get a Leg Up on the Competition using Sales and Marketing “Trigger” Words

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It’s time for marketers to get more emotional.

Marketers who leverage emotion can improve results across the spectrum of social and traditional media, including digital content, value propositions, branding and ultimately, sales. New research among thousands of B2B and B2C buyers reveals why. 1. Emotion Matters. Analysis of … Read More

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Are You Losing B2B Sales Because You Lack an Emotional Edge?

By Bob Johnson Principal Analyst at IDG Connect & Kimball Wallace CEO at Wallace & Washburn Marketing Are you losing sales to B2B competitors when you clearly have an excellent product and a competitive price? Have you made the perfect sales presentation and … Read More

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How Elizabeth Taylor and 24 “Most Comfortable” Chairs Put Anthony’s Pier 4 on the Map

                      Great Food. Most Comfortable Chairs. “I sent her a dozen to Switzerland.”- AA These days, many marketers don’t consider public relations as a valuable marketing tool. I think they … Read More

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Is the “Whopper” Too Big for Your Tiny Hands?

When Harry and I helped Mal MacDougall and Ed Eskandarian put together HBM Advertising’s new business presentation we were trying to figure out what made many of the agency’s commercials work so well. What was there in common between “Kids … Read More

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How a Bathroom Wall Message Motivated Me to Work on Madison Avenue

How a Bathroom Wall Message Motivated Me to Work on Madison Avenue.   It seems like yesterday, but I was back at the University of Massachusetts, Amherst running for sophomore class president. There were thousands of students on campus, but … Read More

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As Noxzema Proved, Sometimes the Best New Product is an Old One

I’ve been involved in new product development for many years and one lesson I’ve learned is that sometimes the best new product may be an old one. The way Arm & Hammer baking soda reinvented itself as a product which … Read More

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What Johnny Cash’s Lionel Commercial Can Teach Us About Digital Marketing Today

Back when I was an account executive on Lionel Trains at HBM Boston I learned a great on LESSON about advertising, whether it’s consumer or B2B: Incorporate emotional benefit, not just logic. A little marketing research can keep your campaign … Read More

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