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    • About Bill Mount

    A former advertising creative director, Bill is a tireless seeker of the hidden “hooks” in brands that make them irresistible. He combines wit, iconoclasm and an appreciation of Adam Smith’s “invisible hand” with a deep understanding of the pressures that marketing leaders face today. View Bill's LinkedIn Profile

    When Drumcircle Talks About Emotions In Advertising, We’re Not Advocating for “Warm And Fuzzy”

    Posted on July 29, 2011 by Bill Mount

      (Quite The Contrary, We’re Promoting Cold-Eyed Precision). Over the past decade or so, scads of research has been conducted … Continue reading →

    Posted in Advertsing, Emotivation | Leave a comment

    To “Understand Chinese Consumers”, Start By Understanding People.

    Posted on July 21, 2011 by Bill Mount

    There’s an article in the July 9th-15th 2011 issue of The Economist called The mystery of the Chinese consumer. It’s … Continue reading →

    Posted in Advertsing, Brands | Leave a comment

    Creativity and Innovation Should Show Up On A Spreadsheet. How Do We Make That Happen?

    Posted on July 1, 2011 by Bill Mount

    I’ve been reading Car Guys vs. Bean Counters, The Battle For The Soul of American Business by Bob Lutz, the … Continue reading →

    Posted in Advertsing, Brands, Innovation, Product Development | Leave a comment

    Groupon Tests The Accuracy of an Old Adage

    Posted on February 11, 2011 by Bill Mount

    I guess it’s official. The Super Bowl commercials created by Crispin Porter + Bogusky for Groupon are officially “offensive”. The … Continue reading →

    Posted in Advertsing, Brands | Tagged , , , , , , , , , , | Leave a comment

    The Snacks Trump The Ads At My Neighbor’s Super Bowl Party

    Posted on February 8, 2011 by Bill Mount

      I had this big idea that I would watch the Super Bowl, take meticulous notes on how well each … Continue reading →

    Posted in Advertsing, Brands, Emotivation | Tagged , , , , , , , , , , | Leave a comment

    Messaging and The IKEA Effect.

    Posted on April 23, 2010 by Bill Mount

    In Predictably Irrational, author Dan Ariely describes the phenomenon whereby human beings naturally attach a lot more positive emotion to … Continue reading →

    Posted in Advertsing, Brands | Tagged , , , , , , , , | Leave a comment

    Real Branding Hurts*

    Posted on February 26, 2010 by Bill Mount

    There are hundreds of definitions for branding. There are even dozens of good ones. For the moment, let’s consider this … Continue reading →

    Posted in Advertsing, Brands, Product Development | Tagged , , , , , , , , | Leave a comment

    We’re all selling “tiny transformations and elements of identity”. Or, at least we should be.

    Posted on December 12, 2009 by Bill Mount

    This will be the second entry in six months in which I praise the work of Malcolm Gladwell. But let’s … Continue reading →

    Posted in Advertsing, Brands | Tagged , , , , , , | Leave a comment

    Why every single brand of insurance, detergent, appliance, light bulb, motor oil, plant food, rental car, investment service and galvanized roofing nail needs “taste copy”.

    Posted on December 9, 2009 by Bill Mount

    When I was a young copywriter I had the privilege of working on several Anheuser-Busch beer brands (to be clear, … Continue reading →

    Posted in Advertsing, Brands, Innovation | Tagged , , , , , , , , , | Leave a comment

    I’m Lovin’ It. Carl’s Jr. Consistently Brings Automatic Weapons To A Knife Fight.

    Posted on August 19, 2009 by Bill Mount

    McDonald’s is McHuge. McGlobal. McMonolithic. So if it’s your job to try to nibble away little chunks of business from … Continue reading →

    Posted in Advertsing, Brands | Tagged , , , , , , , , , , , , | Leave a comment