It is no secret that retail is dying, and the biggest problem retailers have today is themselves. They want to do things the old way. The way that used to work. Lower prices are a race to the bottom. To bankruptcy. You can't out-Walmart Walmart or out-Amazon Amazon. So what do retailers need? Engagement. Think [...]
If you are not familiar with the phrase, Hum a Few Bars and I Will Fake It, you are probably under 40 years old. I am not sure of its origins, but it was uttered by a deeply experienced musician who, with just a hint as to the melody of a song, could play the song [...]
Inside this little box are fresh, delicious, locally handmade candies and caramels. This box is a gift. And the recipient has no idea why they are special. Or who made them. Or how passionate they are about their craft. Or where to get more, for that matter. I guess the candy people just want to [...]
Marketing is simply a way to get attention for your business, charity or organization. A way to stand out from the crowd, to create a story that attracts customers to your door (or website). Some gimmicks are personal in nature: Slash's top hat, Angus Young's schoolboy outfit, Richard Simmons' striped short-shorts, Steven Tyler's scarves. Some [...]
All virtues have a vice flip side. Thrift can turn to greed. Self respect can turn to pride. Righteous anger can turn to wrath. And so it is with marketing. Marketing is meant influence behavior, to change people. Through empathy, generosity and vulnerability, trust in the marketer grows and the student-customers can be influenced to [...]
I was giving some thought to recent marketing successes and Tito's Handmade Vodka came to mind. Tito's is the fastest growing brand in a very crowded field, full of well-known incumbents like Smirnoff, Grey Goose, Absolut and Svedka. I hate to burst people's bubble, but vodka is ethanol. It is what comes out of the end [...]
When was the last time you: Updated your curriculum vitae? Updated your website? Checked in with your best customers? Sent a thank you note? Got new photos taken? Asked for a testimonial? Increased your prices? Really challenged yourself? Made some art? Today would be a good time. Pick one.
I don't want to name the item or the company, it is a brand I respect. It is not Delta Airlines for goodness sake. I bought eight of the item three years ago and recently bought two more. But the new ones were different, flimsier, cheaper. I rarely post reviews on Amazon, but this time I [...]
A brand is not a logo, nor is it a clever name. It is who you are. It is what you commit to do for your customers. It is the story you tell about yourself. It is an issue of character.