LET’S RUMBLE

“We’re all gonna get into a fight!”Pink – So What We need to mix it up, as in fighting. Not in the ring but our organization, on our brand. We need to rumble to get beyond the “right” answer. Why? In an organization, the right answer is usually “the first executional expedient solution that has […]

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HOW TO MARKET TO MILLENNIALS

My wife and I put our 127-year old home up for sale this past Monday. We’re moving, and it’s time. Our daughters have careers and families of their own. We’re ready for warmer climes and a change in lifestyle.  On Tuesday, our realtor held an “open house for realtors.” Overall, the realtors were impressed with […]

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EGG-STRAORDINARY SEGMENTATION

Segmentation – Classifying parts that contribute to the whole. It’s no secret that I love eggs. I’ve written about eggs in DISPATCHES (Egg-actly Brand Worthy Idea) and Marketing Matters (Serving Up The Whole Egg). Each time I’ve contemplated the egg (better it than my navel) it has been relative to marketing related matters. You might […]

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K-I-S-S

My wife asked me to help her pack away some items. She had an Office Depot box in which to store them. Specifically, she wanted me to assemble the box. Not being particularly crafty, my first instinct was to search for the instructions. These were printed on the box material for easy access. However, I […]

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TURN SOCIAL MARKETING INSIDE-OUT

I’m all for societal marketing but not for social marketing. What’s the difference? As I explained in a recent DISPATCHES’ article, societal marketing is all about doing what’s right for the customer and society. To repeat what I stated in that earlier article, if, for example, we have “negative” ingredients in our products that could harm […]

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SERVING CUSTOMERS FROM THE HEART

This week I brought my car in for springtime servicing, although spring has not yet sprung in Chicagoland. I use HEART Certified Auto Care to keep my 2007 Porsche Cayman in tip-top shape. Unfortunately, it required more than an oil change and rotation of winter for spring tires. It needed replacement of the front wheel […]

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CAR INSURANCE ADVERTISING: WHERE WIIFM MEETS FUD

“How many insurance ad campaigns can you name off the top of your head?  Probably a lot.  Most of these campaigns are zany, full of jingles and catchphrases.   Now think about insurance companies.  Do you know which brands supply each of your policies?  How much is the deductible in your health plan? Everyone should know the answers to these questions.  Yet […]

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WHAT IS YOUR POP?

I’m always harping on the need for marketers to discover their POD – Point of Difference benefit. Not for the sake of mere difference. But, a POD with distinction. Namely, the difference is relevant to their chosen target-customers and meaningful (as in degree of difference) to be of value to them. In other words, this relevant, meaningful difference […]

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WO)MAN DOES NOT LIVE BY BREAD ALONE

My wife and I are winging our way home from Barcelona; I’ve been reflecting on my experiences there. One lesson I recall vividly: my daughter Christina, a chef and restaurateur in Barcelona, took exception to a comment I made that “bread is bread.” “No, Dad,” she corrected, “bread is NOT bread. There’s excellent bread and […]

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PROVOCATION MAY LEAD YOU TO SMART(ER) MARKETING

I had lunch in Barcelona this week with a client, who is an authentic marketing professional, and also a colleague, and friend. He flew in from Geneva to meet with me. He read chapters from a new book that I will be releasing, hopefully, by mid-year. It is titled, AVOIDING CRITICAL MARKETING ERRORS – How to […]

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