Category Archives: Customers

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 […]

Price Perceptions

Last night I attended a fundraising event for an independent school, where I am on the Board of Trustees.  The fundraising consisted of a silent auction and a live auction, both of which provided fascinating insights about price perceptions. First the silent auction, where items are placed on tables and there is a slip of […]

Marketing and Change

“The only people who like change are babies with wet diapers.”  The first time I heard that expression was from Sir Brian Wolfson, then chairman of Wembley Stadium in London, who was on the board of directors of a consulting company where I worked.  He either said it at a conference or meeting, or contributed […]

The Medium is the Message

The title of this post was a term coined by Marshall McLuhan back in 1964.  And it may be the most interpreted and misinterpreted expression of modern times.  In its simplest definition the phrase means that the medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message […]

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 […]

Morphing of the Testimonial

Once upon a time (not that long ago), marketers relied on well-orchestrated testimonials to prove the benefits of their products and services.  The formula was pretty simple: Get a well-known person, an executive of a well-known organization or even a “typical” customer to say something nice about your product or service.  Then use the testimonial […]

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