CARING FOR CUSTOMERS

Is anybody there? Does anybody care? When I moved from Chicagoland to Pensacola, I canceled my AT&T business landline. I now conduct all business from my mobile phone as it is always on my person, and I can be available—regardless of whether I’m in or out of town—when clients wish to speak with me. However, […]

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THE BRAND IDEA CHECKLIST

“Why does your organization exist?  Why do you get up in the morning?            And why should anybody care?” SIMON SINEK, TED Talk, 2010 Coming up with a winning brand marketing strategy has never been a paint-by-numbers affair. Like Marketing itself, any kind of competitive marketing strategy depends upon a blend of art and science, creativity and informed […]

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HAPPY THANKSGIVING

Dear Friends, We’re taking time off from writing and publishing both DISPATCHES and Marketing Matters this week to celebrate our Thanksgiving holiday in the US with family and friends. It’s the one day established to express gratitude for our many blessings.  However, we did not want this opportunity to pass without wishing you a Happy […]

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WHAT’S TRAINING TO YOU?

My business partner, Mike Maloney, and I conducted two workshops in India this month. While we’ve held numerous workshops in India, these two are especially memorable, going well beyond the many who participated—52 in the first and over 100 in the second. For one, our client hosts were very gracious and hospitable, taking charge to […]

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SHOULDER LEADERSHIP FOR YOUR BRAND

“Become the leader you wish you had.” Simon Sinek All too often, I hear marketers bewail the lack of senior management leadership. Not only do I listen to it, but I also witness it in terms of the shoddy work marketers share with me and my business partner, Mike Maloney. It is further evidenced by […]

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SO WHY DID WHAT HAPPEN, HAPPEN?

Harking back to my military aviation days some 50 years ago, each flight started with a briefing—what we were going to do and accomplish, and how we were going to go about doing it. Following the flight, we conducted a debrief—what we did correctly, what we failed to do correctly, what went wrong, and what […]

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FEED(BACK) AND GROW

We need feedback to grow. According to John Hattie, Professor of Education and Director of the Melbourne Education Research Institute at the University of Melbourne, Australia, “The most powerful single modification that enhances achievement is feedback.” I concur, and I’m not alone. Many leaders from all walks of life—business, education, sports, the military, among others—believe […]

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CREATE A MAGNETIC PSYCHOGRAPHIC TO BUILD A TRIBE OF BRAND-LOYAL CUSTOMERS

We’re all familiar with the phrase “s/he has a magnetic personality.” In fact, we, or some people we know, possess such a winning personality. A magnetic personality attracts other people. Like a magnet, it pulls them into that special person’s orbit. Others want to, enjoy, and identify with being in the realm of someone with […]

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GET “UNSTUCK” TO MAKE YOUR MARKETING AND LIFE MATTER MORE

A conference call with a client needed to be rescheduled at the moment of the initially planned call. He stated that he was “stuck in a meeting.” It struck me as being mildly amusing. No, not that he couldn’t attend the conference call, but the language he used, “stuck” in a meeting! My mind began […]

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OPEN YOUR MIND TO NEW WAYS OF THINKING AND PRACTICES TO AVOID MEDIOCRITY

At a recent workshop for a major pharmaceutical company, I shared what, to me, was a troubling finding following a review of the advertising for brands in their therapeutic category. Specifically, the client company’s and competitors’ brand messaging to HCPs (Healthcare Practitioners) and CPs (Consumer Patients) was different! No, not different from one brand to […]

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