TAKE MORE SHOTS ON GOAL

I’m currently engaged in design development for the cover to my upcoming new book AVOIDING CRITICAL MARKETING ERRORS – How to go from dumb to Smart Marketing. I’m taking two routes to creating the book cover. One is to use one designer, who created the cover for COMPETITIVE POSITIONING, to focus on the assignment. The […]

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HALF-EMPTY OR HALF-FULL – WHAT’S THE DIFFERENCE?

I’m working from my local Barnes & Noble, sipping a Starbuck’s decaf tall Pike’s Peak coffee. (I’ve already consumed a pot of the high-octane stuff and any more would have me bouncing off the walls.) I had to leave my home office as my realtor is holding a second “realtor open house.”  I could say […]

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THE SECRET TO BUILDING SUCCESSFUL BRANDS AND ORGANIZATIONS

The Houston Astros baseball team appears to be under attack from its rivals. It’s not through recruiting dominant pitchers or crushing home run hitters but raiding Houston Astro “knowledge” personnel. According to the May 7, 2019, Wall Street Journal article, “A Brain Drain for the Astros,” by Jared Diamond, other teams are poaching Astro’s management. […]

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LET’S RUMBLE

“We’re all gonna get into a fight!”Pink – So What We need to mix it up, as in fighting. Not in the ring but our organization, on our brand. We need to rumble to get beyond the “right” answer. Why? In an organization, the right answer is usually “the first executional expedient solution that has […]

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HOW TO MARKET TO MILLENNIALS

My wife and I put our 127-year old home up for sale this past Monday. We’re moving, and it’s time. Our daughters have careers and families of their own. We’re ready for warmer climes and a change in lifestyle.  On Tuesday, our realtor held an “open house for realtors.” Overall, the realtors were impressed with […]

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K-I-S-S

My wife asked me to help her pack away some items. She had an Office Depot box in which to store them. Specifically, she wanted me to assemble the box. Not being particularly crafty, my first instinct was to search for the instructions. These were printed on the box material for easy access. However, I […]

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TURN SOCIAL MARKETING INSIDE-OUT

I’m all for societal marketing but not for social marketing. What’s the difference? As I explained in a recent DISPATCHES’ article, societal marketing is all about doing what’s right for the customer and society. To repeat what I stated in that earlier article, if, for example, we have “negative” ingredients in our products that could harm […]

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SERVING CUSTOMERS FROM THE HEART

This week I brought my car in for springtime servicing, although spring has not yet sprung in Chicagoland. I use HEART Certified Auto Care to keep my 2007 Porsche Cayman in tip-top shape. Unfortunately, it required more than an oil change and rotation of winter for spring tires. It needed replacement of the front wheel […]

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WHAT IS YOUR POP?

I’m always harping on the need for marketers to discover their POD – Point of Difference benefit. Not for the sake of mere difference. But, a POD with distinction. Namely, the difference is relevant to their chosen target-customers and meaningful (as in degree of difference) to be of value to them. In other words, this relevant, meaningful difference […]

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WO)MAN DOES NOT LIVE BY BREAD ALONE

My wife and I are winging our way home from Barcelona; I’ve been reflecting on my experiences there. One lesson I recall vividly: my daughter Christina, a chef and restaurateur in Barcelona, took exception to a comment I made that “bread is bread.” “No, Dad,” she corrected, “bread is NOT bread. There’s excellent bread and […]

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