George Webster

112 posts London

George is a content marketing consultant based in the UK. He has no awards, no cool creative account experience and no tattoos. What he does have is an unhealthy obsession with why ads work. 14,000+ catalogued. This platform is what came out of it.

Powerful Hero

Six ways to turn characters into persuasive shorthand.

5 min read

Herb Light invents the history it never had

The tactics behind ‘Herb Light’ and the question that could have got you there

2 min read

Heinz lets fans measure ketchup with their hearts

The tactics behind ‘Love Lid’ and the question that could have got you there

2 min read

Adjacent Shelf Commerce

Five ways to place your product on someone else's 'aisle'.

4 min read

Build or Extend Fan Lore

Five ways to give fans more mythology to carry.

4 min read

Materialise Symbols of Belonging

Five ways to give fans something that says, “I’m in.”

3 min read

Turn Fans into Media

Five ways to make fans the channel.

6 min read

Legitimise Fan Culture

Seven ways to give the people around the thing their due.

5 min read

Creative Earning and Redemption Mechanics

Seven ways to rewrite who earns, what counts and when it pays.

5 min read

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