Musings on Brand Decline and Failure

  My wife is saddened that Treasure Island Foods is shutting its doors on Friday, 12 October 2018. Treasure Island Foods, has been a staple in the Chicago area, owned and operated for 55-years by the Kamberos family.  Julia Child described Treasure Island Foods as “America’s most European supermarket”, but that was a long time […]

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Critical Marketing Mistakes – Overstating Your Capabilities and Underestimating the Competition – Part 1

Marketing is losing its relevance. This results from failing to provide a clear line of sight in creating customers and driving business outcomes. Consequently, most corporations view marketing as a cost center as opposed to producer of results.   Poor marketing practices negate achievement of favorable business results and undermine the role of marketing. This […]

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Are You a Half-Full or Half-Empty Marketing Manager?

The interview process can be quite trying. There are those interviewers whose questions are directed to find out what is wrong with the candidate. These are the half-empty managers. They have limited vision and poor managerial skills. Then there are those managers who want to find out what the candidate has going for her/him and […]

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How Do You Want To Be Perceived?

Imagine for a moment that you are a candidate for a senior marketing position with another company. You submit your resume expecting that you’ll receive an invitation to interview. After all your credentials are impeccable. You’ve attended some the best schools, served as an officer in a marketing club or sorority/fraternity, graduated in the top […]

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Don’t Just Motivate, E-Motivate

“I have learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”                                                                                     –Maya Angelou “Everything we do in marketing is a stimulus to get a behavior.”                                                                                     –Richard Czerniawski   That brand-building principle of making an emotional connection with customers—in […]

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The Creative Brief – Are You Using It to Inspire the Creatives?

There is a belief among many marketers and agency account managers that the creative brief needs to inspire the creative team. Poppycock (a much more reserved expression than how I really feel about it)! The creative team should be inspired by the challenge of the work and the leadership of the client. The client’s job […]

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Nike – Do Or Don’t Do It?

By now nearly every marketer and sports enthusiast is familiar with the new Nike ad featuring Colin Kaepernick, former San Francisco Quarterback who is, perhaps, better known for starting a movement to protest racial injustice by taking a knee during the American National Anthem than he is for his exploits on the NFL gridiron. It’s […]

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Five Uncommon Fixes for Five Common Creative Brief Errors

In the past few weeks we were asked to review two creative briefs. One was a client brief design (format) the other was from an ad agency. Two different brief designs consisting of different elements. One was for a medical device brand and the other for a pharmaceutical brand. What was our impression of each? […]

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Where’s Your Focus?

President Trump has been levying and threatening tariffs on select countries and industries. Steel and aluminum are two such industries to be targeted. Harley-Davidson, expecting a decline in profits due to the increased cost of steel and aluminum needed to manufacture their choppers has been exploring making parts overseas to scooter around the tariffs. In […]

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Targeting Everyone In The Known Universe

QUESTION:  Shouldn’t brands in high-penetration/frequent usage categories, like soft drinks, or snacks, or confection, aim communications as broadly as possible (especially when there are very high-efficiency means to do so—like TV–readily available)?   For more than fifteen continuous years, we were most fortunate to have a client in “true FMCG…” a client whose many Consumer […]

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