Michael Lynch

Michael Lynch

Michael is the founder and principal of Highly Persuasive, a brand strategy and positioning practice built on how buyers actually perceive, evaluate, shortlist, and decide. We help companies close the distance between how good they are and how easy they are to choose. Brand, strategy, positioning, messaging, identity & marketing systems for professional services firms, industrial companies, hospitality businesses, and any company growing faster than their brand has kept up with.

Jan 03 2024

The Commercial Argument for Brand Identity That Most Leaders Never See

By Michael Lynch Branding & Identity, Business Strategy & Positioning

The Commercial Argument for Brand Identity That Most Leaders Never See When was the last time a buyer chose you, and you could point to exactly what made them choose you over the alternatives? Most business leaders cannot answer this question with any precision. They have a general sense —…

Dec 27 2023

The Five-Second Brand Signal: Why Buyers Decide Your Tier Before They Read Anything

By Michael Lynch Branding & Identity, Lead Generation & Demand Creation, Marketing Strategy & Growth, Paid Ads & Persuasive Messaging

The Five-Second Brand Signal: Why Buyers Decide Your Tier Before They Read Anything The most expensive moment in a brand's commercial life takes about five seconds and happens without any conscious evaluation whatsoever. It's the moment a buyer sees your brand for the first time — your packaging on a…

Apr 06 2019

Why Most Restaurant Marketing Generates Traffic But Not Gravity

By Michael Lynch Marketing Strategy & Growth, Branding & Identity

Why Most Restaurant Marketing Generates Traffic But Not Gravity HP Field Notes | Highly Persuasive A Bangkok restaurant invested 180,000 baht in Instagram advertising over six months. The campaign generated measurable traffic — foot traffic increased 23% during the promotional period. Tables filled. Revenue climbed. The owner considered it successful.…