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Spotting the opportunity
How a rejection letter ended making Cris-Sal spot an opportunity to become a topic of the conversation (And earn millions of dollars of free press).
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Miguel Ferreira
Discover what's the pressure point, then reframe it.
How Japanese Big Pharma reframed depression as “kokoro no kaze", a metaphor that means “a cold of the soul”.
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Miguel Ferreira
It's OK to avoid rejecters of your brand
To build a successful brand, just like jazz, it all starts with capturing a minority of people whose tastes align with ours.
Changing perceptions is better than changing reality
Fish branding and how pollack became one of Britain's most popular fish
Ask more naive questions
A good creative finds the answers. A great creative questions answers.
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Miguel Ferreira
August 2023
Reducing friction provokes sales
Any type of friction that slows the consumer down when searching for or buying what you're selling, that's a sludge. Your website's job is to reduce…
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Miguel Ferreira
Build campaigns for impact, not clickbait
Curiosity is good, impact is better.
Make your brand stand for something
Because "People don’t have time to figure out what your brand stands for. It is up to you to make your brand stand for something"
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Miguel Ferreira
1
How to shake things up in a low-interest category
Find an interesting/weird/fun stat that reframes the importance of the category (and positions your brand as the obvious solution).
The Streisand Effect strikes again
A reminder that opywriting’s job is to "cross the line” and get you into good trouble. Because good trouble means you get noticed and talked about.
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Miguel Ferreira
July 2023
Think More Like a Copywriter (💥Cha-ching💥)
I wrote a new thingy. A new ebook called “Think More Like a Copywriter”. This ebook won’t teach you how to write like a copywriter. What it will do, is…
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Miguel Ferreira
Sometimes labels do more harm than good
Why taste is partly in your mind. And labels impact the way we eat.
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Miguel Ferreira
© 2023 Miguel Ferreira
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