PRICING PEEVES – 2

Taking annual price increases without adding value to the offering is one of my pricing peeves. Yes, there are others that I believe erode trust in a brand. Specifically, I’m thinking of those enterprises that use variable customer demand-based pricing. I don’t object to all variable customer demand-based pricing. When launching innovations where customer demand […]

Read More

PRICING PEEVES – 1

While not meaning to be peevish, I clearly have my peeves regarding certain pricing practices. One such practice that immediately comes to mind is the taking of annual price increases to grow revenues. What disturbs me about this is multifold: Typically, there’s no added-value provided to customers. It’s about charging the customer more for the […]

Read More

A RECIPE FOR CREATING A MARKET

I leave Pensacola, Florida, today. Given that this is my last blog from this outpost I thought I’d reflect on a Pensacola institution, Joe Patti’s Seafood. Joe Patti’s is a seafood emporium offering dock-fresh fish at wholesale prices to the public since 1931. It started on the front porch of the Patti home. The business […]

Read More

EMBRACING CONFUSION – TRUST THE PROCESS

My wife and I are currently spending time in Pensacola, Florida, on the beautiful Gulf of Mexico. The sun is hot, even though it’s winter. The sands are white. And, while the sea is majestic, it can be quite treacherous at this time of year. When we walk along the beach following dinner, I contemplate […]

Read More

SUSTAINING CUSTOMER LOYALTY

Today marks our 49th-wedding anniversary. My wife and I are celebrating it here in Pensacola, Florida. We were married at the chapel on the Naval Air Station, where I served. The Navy granted me two days, during the three-day President’s Day holiday weekend to get married. (As the saying goes, if they wanted me to […]

Read More

SERVING UP THE WHOLE EGG

Going back, way back in time, when I was an elementary school student, we referred to our classmates (and adults) who were really, really smart as “eggheads.” Irwin Chimerin, our PS 163 class valedictorian (1960), was an egghead. Einstein was an egghead. I’m an egghead too, but not because I’m particularly smart. I’m a different […]

Read More

FASHIONABLY DIFFERENT

What do you know about Ralph Lauren? Do you know he’s an iconic American fashion designer? Certainly. Do you know that his birth name is Ralph Lifshitz? Probably not. Do you know that he’s built a multi-billion-dollar global company? Maybe – Maybe not. What’s there to know?  Ralph Lauren, the man and the brand, is […]

Read More

WHAT’S “MARKETING?”

I’m a career marketer. I’ve been at it for more than 45-years. During this time, I have held every position in marketing and handled every kind of marketing situation. So, one might say I know something about marketing. At the start of my career, my birth family and childhood friends would ask, “Richie, what do […]

Read More

KEEP YOUR EYES ON THE (ADVERTISING) BALL DURING SUPER BOWL LIII

Following the football during Sunday’s big game will help you track your team’s progress down the field, into the end zone, and through the uprights for a score. But, if you want to see who’s scoring with advertising, in the grandest adstravaganza of the year, where each :30-second spot costs >$5-million just for the air […]

Read More

HOW TO TALK WITH CREATIVES – PROVIDING DIRECTION

Coach – a vehicle for transporting people to a place they cannot reach on their own. When it comes to providing direction to agency creatives, or anyone whose work you are invited to assess and contribute to, it is far better to coach than evaluate. Evaluation is about identifying what’s wrong with the work whereas […]

Read More