The latest issue of MARKETER+, a Polish publication, is now available. In it, you will find an interview Lukasz Murawski, host of the podcast “Let’s Talk Brands,” conducted with me. However, you probably won’t be able to read it unless you read Polish. No, I don’t speak or read Polish. Well, a few words, but […]
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Marketing and, for that matter, all business is a probability game. A chance occurrence can dash the best thought-out plans and decisions. If you doubt us, think for a moment about the adverse impact Covid has had and continues to have on the economies of nations, businesses, and families. However, this article is not about […]
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Last week I wrote a DISPATCHES article, “The Values and Practices of One of the Top Ten CEOs of All Time.” I profiled James E. Burke, the late Chairman and CEO of Johnson & Johnson, an authentic leader. This Marketing Matters article shares my direct experience with Jim Burke when I was a young Product […]
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Johnson & Johnson’s “Our Credo” turned 80-years last week, prompting me to reminisce about its architect, James Burke, and the DISPATCHES’ article I wrote about him. This article is not only apropos of the birthday of the “Our Credo” but lessons on leadership. It appears that sound leadership is uncommon. On the world political stage, […]
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In the world of investments, an option is a contract to buy or sell a stock at a specified strike price on or before a specified expiration date. Now that we have that out of the way, I’m not referring to these financial instruments. Instead, I’m referring to the necessity of creating choices in developing […]
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We classify, or categorize, things so we may better study, understand and, perhaps, utilize them. Classification is somewhat of a creative exercise. For example, we may classify businesses by size, industry served, profitability, public or private, and so forth. Similarly, we may classify brand positioning strategies to identify important distinctions to assist us in what we do and […]
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February 21 was President’s Day. It also marked my wife’s and my 52nd wedding anniversary. She was 10-days twenty when we married, and I was just shy of my 23rd-birthday. We were kids. The Navy granted me only 2-days leave on a long President’s Day weekend to get married. My senior officers informed me that if […]
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The kick-off for Super Bowl XLI is several hours away. Yet tomorrow morning, when this issue of Marketing Matters is published, the question, “who’s the best team in football?” will be answered. There will be only one team that reigns supreme from the contest. However, the question, “what do you think is the best Super […]
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Target customers are often asked if they “like” a particular ad? It generates a “likeability” score, which many believe correlates with sales. Specifically, they associate a higher likeability score with more sales. However, I’m not altogether convinced that “likeability” correlates with sales and, if it does, that it’s a better measurement than “intent to purchase, […]
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This DISPATCHES’ article is an adaptation of an annual update on judging not just Super Bowl advertising but also any advertising professionally. It focuses on one critical element driving ad effectiveness—the Campaign Idea. Super Bowl LVI will kick off on Sunday, 13 February, to decide the NFL’s 2021 season champion. It pits the Cincinnati Bengals […]
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