AND THE AWARD GOES TO …

It’s the moment we look forward to when we hear, “And the award goes to …” Yet this is another practice (along with attending commercial shoots) that marketers are instructed to avoid, participating in advertising awards. We, marketers, are brainwashed into rejecting the very notion that we, or our agency, should stoop so low as […]

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SHOULD YOU ATTEND COMMERCIAL/PRINT SHOOTS?

I had a conference call the other day with a senior marketing manager of a leading QSR (Quick Service Restaurant) chain. He was in Los Angeles at a commercial shoot. Many organizations advise or have policies against marketing personnel attending commercial and print shoots. The rationale is that marketing addressed (or should have addressed) production […]

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A TOWERING EXAMPLE OF OPPOSITIONING

Zion Williamson is a college basketball phenom. Zion, 6’8” and 285-pounds, whom many consider to be the number 1 pick in the NBA 2019 draft, at a towering 6’8″ and 285-pounds, has missed playing Duke’s last five games due to a sprained knee. The incident occurred in the first minute of play against their great […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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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 […]

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