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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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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WHY BRANDS AND COMPANIES FAIL – THE PARETO PRINCIPLE

“It is fine to celebrate success, but it is more important to heed the lessons of failure”.– Bill Gates   A dear friend, and former CMO, sent me a note, following my musing on Sears’ failure, regarding a fruitful interview conducted by WBEZ with a University of Chicago professor as to causes behind that failure. […]

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HOW THE MIGHTY, AND YOUR BRAND, CAN FAIL

    Last week I mused about the closings of Treasure Island Foods and Dominick’s in the Chicago area. But a mighty giant of yore is seeking bankruptcy, Sears. This would have been unimaginable in its hey-day (it’s been around for 132-years surviving WW I & II, and the Great Depression) as it would be […]

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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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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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