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. […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More

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 […]

Read More

PROVOCATION MAY LEAD YOU TO SMART(ER) MARKETING

I had lunch in Barcelona this week with a client, who is an authentic marketing professional, and also a colleague, and friend. He flew in from Geneva to meet with me. He read chapters from a new book that I will be releasing, hopefully, by mid-year. It is titled, AVOIDING CRITICAL MARKETING ERRORS – How to […]

Read More

RESHOOTING THE COMMERCIAL SHOOT

Believe it or not, I once had to have a commercial shot three times. The same, exact storyboard. Yes, not once. Nor twice. But three times! It was the commercial, in which the character declared, “Introducing the REACH Toothbrush from Johnson & Johnson.” So, what happened? Well, the first commercial shoot went as planned. However, […]

Read More