ADOPT “INCREMENTALITY”

Athletes strive to perform better than ever before. It’s a function of their competitive nature, dream to create a legacy, desire to remain on the team roster, and extend their athletic careers. They know to beat their competition and/or realize their full potential they must push through their physical and mental boundaries to reach new […]

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THE TRUE PURPOSE OF ADVERTISING

Advertising – Any messaging, regardless of medium or vehicle, intended to change or reinforce target-customer perceptions to drive sales. Richard Czerniawski     Super Bowl LIII is scheduled to be held on February 3, 2019, at Mercedes-Benz Stadium in Atlanta, Georgia. That’s 66-days from the date of this publication of Marketing Matters. My Chicago Bears […]

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MACY’S – SHRINKING ITS WAY TO GREATNESS, SOLVENCY OR CONTINUED DECLINE

When I was a boy of 5- or 6-years old, my grandmother took me to the R. H. Macy’s Department Store on 34thStreet, Manhattan, during the Christmas Holiday season. We boarded a train from Brooklyn that took us there. It was a double gift from her as we were out together to share a major […]

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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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