There have rightfully been tons of articles written about GPT-powered AI’s impact on marketing. But lately I’ve found my mind wandering to the other side of the coin: How will GPT-powered AI be marketed? Which companies will nail communicating the incredible power of this technology to customers? Who will be able to translate its benefits […]
May 10, 2023 by Leave a Comment
Breaking Down the GitHub Copilot Product Page: A Lesson in Writing Copy About AI
June 2, 2019 by 2 Comments
What I Learned Analyzing 16 Years of MailChimp Home Pages
For a long time, people (including me!) have fawned over the fun, delightful bits of copy MailChimp sprinkles throughout their product and marketing assets. But it’s become increasingly obvious that there’s a lot more than just fun branding to the self-funded Atlanta company that’s grown to over 16 million customers and 700+ employees. And people […]
April 26, 2019 by 4 Comments
Disruption and Chill: Breaking Down the Evolution of the Netflix Brand
A few weeks ago, I was reading back through Clayton Christensen’s classic book on disruptive innovation, The Innovator’s Dilemma, when a thought struck me: We hear a lot about the strategic and product decisions that make companies disruptive, but we rarely see much about how those companies marketed their products. Everyone knows, for example, that […]
March 14, 2019 by 9 Comments
What I Learned Analyzing 13 Years of Basecamp Home Pages
Every now and then, you come across a company whose copy can only be described as swipe-worthy. By swipe-worthy I mean that almost anytime you see them trying out a new headline or testing a new web page design, you immediately screenshot it and tuck it away for inspiration in what copywriters often refer to […]
June 14, 2018 by Leave a Comment
Breaking Down the Rebranded IHOP (IHOb?) Website
Earlier this week, IHOP announced that it changed its name to IHOb. The International House of Pancakes became the International House of Burgers: They broadcasted the change all over social media, proclaiming to be all in on burgers from here on out: All in is all we know. Come try one if you want a […]
April 18, 2018 by Leave a Comment
Typeform rebranded. Let’s break down their new homepage!
If your company lasts long enough, one thing is certain—it will eventually go through a rebrand. (Unless you’re Craigslist.) And OK, other things are probably certain too, but just continue this train of thought with me for a second. Anyway, when you do go through the rebrand, something very scary will happen… …the internet will […]