FASHIONABLY DIFFERENT

What do you know about Ralph Lauren? Do you know he’s an iconic American fashion designer? Certainly. Do you know that his birth name is Ralph Lifshitz? Probably not. Do you know that he’s built a multi-billion-dollar global company? Maybe – Maybe not. What’s there to know?  Ralph Lauren, the man and the brand, is […]

Read More

WHAT’S “MARKETING?”

I’m a career marketer. I’ve been at it for more than 45-years. During this time, I have held every position in marketing and handled every kind of marketing situation. So, one might say I know something about marketing. At the start of my career, my birth family and childhood friends would ask, “Richie, what do […]

Read More

HOW TO JUDGE SUPER BOWL LIII ADS (OR, FOR THAT MATTER, ANY ADVERTISING)

Super Bowl LIII is now ancient history. The winner is …  No, we’re not referring to the game but the event’s advertisers. If you’re one of the advertisers, you want to know if your commercial scored with consumers. If you were not an advertiser in this sports adstravaganza, you, as a marketer, are undoubtedly involved in […]

Read More

KEEP YOUR EYES ON THE (ADVERTISING) BALL DURING SUPER BOWL LIII

Following the football during Sunday’s big game will help you track your team’s progress down the field, into the end zone, and through the uprights for a score. But, if you want to see who’s scoring with advertising, in the grandest adstravaganza of the year, where each :30-second spot costs >$5-million just for the air […]

Read More

HOW TO TALK WITH CREATIVES – PROVIDING DIRECTION

Coach – a vehicle for transporting people to a place they cannot reach on their own. When it comes to providing direction to agency creatives, or anyone whose work you are invited to assess and contribute to, it is far better to coach than evaluate. Evaluation is about identifying what’s wrong with the work whereas […]

Read More

HOW TO TALK TO CREATIVES – THE OVERVIEW

“Tell me short and tell me true or else my dear to h*&l with you.” Worldwide Creative Director Agency account personnel often take the role of translators for clients responding to creative work. I was often troubled whenever they attempted to come between me and the creatives. I was never into playing the telephone game as […]

Read More

THE COACHING COMMITMENT

“Commitment—the capacity to act and follow-through on a result worth creating—is key to all success.  Commitment means choosing.  It means taking action to support your choices…People don’t quit or fail because they lack ideas or talent.  They fail or quit because they lack a tried-and-true structure—a framework—that energizes and organizes their choices and actions.”   -Kenneth […]

Read More

HOW TO HANDLE A COMPETITIVE ACCOUNT

An account has been identified as “competitive.” What this means is that they do not carry, use or prescribe your brand. They, instead, carry, use or prescribe one of your competitor’s brands. Hence the label “competitive” account. What do you do? Any marketer and sales person worth her/his salt knows that what you do is […]

Read More

MASTERCARD – USE OF THE LOGO

A friend and marketing colleague asked me what I thought about the new MasterCard logo. Like me, he’s a big fan of MasterCard given their success in pro-sitioning the brand to propel significant growth over the past 20-years. Quite frankly, I think I might have been enjoying the holiday festivities far too much because I […]

Read More

THE TWENTY WORST THINGS A CLIENT CAN SAY TO ITS AGENCY

I recently sat down to have a beer and a burger with two friends. One is a top-notch marketer and President of a FMCG (Fast Moving Consumer Goods) division. The other a very savvy, former division GM of an ad agency. Both are marketing professors at the Northwestern Medill School of Journalism. We got to […]

Read More