BUD LIGHT ADVERTISING: IT’S A DILLY!

King: “Barkeep, Bud Lights for everyone!” Guest: “Actually, I prefer a nice mead.” King: “Barkeep, Bud Lights for everyone and one mead.” Guest: “Is it autumnal?” King: “Barkeep, Bud Lights for everyone and one autumnal mead.” Guest: “Is it malty and full-bodied because I like—–“ King: “Cancel that mead.”(Guest shackled in the stocks) “Bud Light. For the Many, Not the Few.”   As […]

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HAPPY THANKSGIVING!

We’re taking a break from publishing DISPATCHES and Marketing Matters this week to celebrate the Thanksgiving Holiday with family and friends. It’s the special time of the year set aside to give thanks for our many blessings. Among them is your readership, which gives voice to our learning and desire to make marketing matter more […]

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MACY’S – SHRINKING ITS WAY TO GREATNESS, SOLVENCY OR CONTINUED DECLINE

When I was a boy of 5- or 6-years old, my grandmother took me to the R. H. Macy’s Department Store on 34thStreet, Manhattan, during the Christmas Holiday season. We boarded a train from Brooklyn that took us there. It was a double gift from her as we were out together to share a major […]

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DON’T GET CAUGHT IN THIS AGE OF COMMODITIZATION

I’m need new eye-glasses. My prescription has changed because, well, my vision has changed, and not for the better. Such is life. So, I’m on the hunt for a new pair of eye-glasses. I’m perfectly content with my current eye-glasses’ frames but I need a vision correction and they (Warby-Parker, my current provider) no longer […]

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MAKE MARKETING EVERYONE’S JOB

The role of marketing is to “develop and maintain a customer”. I like to define it as CREATING BRAND LOYALTY, the title of the first book I co-authored with my business partner of 25-years, Mike Maloney.   The word “CREATE” means to bring a customer into existence, which is all about acquiring customers. “BRAND” refers […]

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CRITICAL MARKETING MISTAKES – OVERSTATING YOUR CAPABILITIES AND UNDERESTIMATING THE COMPETITION – PART 3

Poor marketing practices negate achievement of favorable business results and undermine the role of marketing. This article, the last in a 3-part series, deals with two errors that go hand-in-hand, overstating your brand’s and/or organization’s capabilities and underestimating the competition. Part 1 addressed the causes of each. Part 2 focused on ways to avoid the […]

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IMPROVE YOUR PERFORMANCE AT WORK – BOOK REVIEW

As many people know I’m a voracious reader. In addition to the thrillers I read for escapism, my bookshelf, iBooks and Kindle, display books on business (certainly), spirituality, medicine, martial arts, eastern and western philosophy, creativity, biography and history, among many other genres. Many of you who know me well will often ask for book […]

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ARE YOU A “HAVE TO” OR “WANT TO” MARKETING MANAGER?

Bedros Keuilian, founder and CEO of Fit Body Boot Camp, spoke with lifestyle entrepreneur Lewis Howes about transforming himself from a “have to” to a “want to” leader”. Basically a “have to” manager is one whom others must follow due to the manager’s authority. The reality is they rather not follow and, therefore, do the […]

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CREATING A CREATIVE BRIEF THAT INSPIRES CREATIVES

I’ve given consideration to the dictum that “marketers should write creative briefs with prose that inspires the agency creative team.” My answer was, and remains, Poppycock! In fact, if marketers can develop and write inspiring prose they should be on the creative side of the business. Instead, if we want the creative brief to inspire […]

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CRITICAL MARKETING MISTAKES – OVERSTATING YOUR CAPABILITIES AND UNDERESTIMATING THE COMPETITION – PART 2

Poor marketing practices negate achievement of favorable business results and undermine the role of marketing. This article deals with two errors that go hand-in-hand, overstating your brand and organization’s capabilities and underestimating the competition. This is the second installment in a series dealing with how to avoid these errors.   Prepare for Failure Back in […]

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