Category Archives: Branding

3 Easy Steps to Avoid 3 Easy Steps

Every time I see a blog post, article or LinkedIn group discussion about three, five, seven or ten easy steps to branding or some aspect of marketing, I give a laugh or a grunt, depending on what type of day it has been.  As anyone who has responsibility for branding and marketing knows, there is […]

Don’t Build It Unless You Can Maintain It

I trimmed the wisteria covering the pergola over our patio for about an hour the other day.  I have to do this about every two weeks during the summer or the wisteria grows wild and starts invading the roof on the back of the house. I swear that if you stare at the plant long […]

Driving Force and the Impact on Marketing

Earlier in my career I was fortunate to work with Ben Tregoe, founder of the consulting firm Kepner-Tregoe, and the co-developer of the Driving Force® concept in strategy formulation. In its simplest form, a company’s Driving Force is its central focus and, as such, guides everything the company does from product development, to mergers and […]

3D Printing and Marketing

I’ve been researching 3D printing for a client and have started thinking about how this technology will impact branding and marketing.  3D printing is the ability to create actual products and parts using machines in our homes and businesses.  The machines have a head that lays down successive layers of material (usually a polymer) to […]

Nothing Draws a Crowd Like a Crowd

We were visiting friends at their beach house in Delaware last weekend and on Saturday night we went to the games and amusement area at Rehoboth Beach.  While watching our son and our friends’ children playing various games, I saw the “nothing draws a crowd like a crowd” phenomenon in action. If a game was […]

5-Whys for Marketing

The 5-Whys is a tool that helps you get to the root cause of a problem.  It was created by the founder of Toyota Motor Corporation and has been used heavily in manufacturing operations for decades. The premise of 5-Whys is that by asking the question “why” after each explanation of a problem by the […]

Marketing Lessons from Mr. Selfridge

I have been watching Mr. Selfridge on PBS the last few Sunday evenings.  The show is based on the life of Harry Selfridge, an American-born retailer who opened a department store (Selfridges) in an unfashionable section of London in 1909.  He remained chairman of the store until 1941.  I knew nothing of Harry Selfridge until […]

Learning More About Customers

An interesting article popped up in my brands/branding Google Alerts this week.  Published in Online Media Daily, the article is about how Condé Nast, the large media group, is mining its customer data to create 10 audience segments (or what it calls “catalysts”) to appeal to marketers trying to reach segments with like interests. The […]

The Marketing ROI Disconnect

The biggest cause of the short tenure of Chief Marketing Officers (CMOs) is their failure to measure the return on investment (ROI) of marketing expenditures.  If we have heard that once, we’ve heard it a thousand times.  And like most mantras that get repeated over and over, you begin to believe it without really thinking […]

Brand Jordan

Some really fascinating information coming out about Michael Jordan this week as he celebrates his 50th birthday tomorrow.  An interesting article from Forbes says that Jordan pulls down an estimated $80 million a year.  Don’t know about other retirees, but $80 mil a year is not too shabby.  Of course “retiree” is a different concept for Jordan, who […]

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