Helping good people build great brands.
“Manipulating the masses into buying stuff they don’t need! That’s what I do! That’s marketing!”
That’s an actual quote I once heard from a marketing director. This was during an inventing session, the goal of which was to create new products that would make his customers (in other words, people) happier.
I’ve also been in a conference room when an executive flat-out called his customers (also people) “stupid.”
Continue reading “If Nothing Else, Start With Respect”
(Reading Time: 4 minutes)There’s a curious tendency these days to bemoan the “disloyalty” of consumers. But is consumer loyalty really in decline?
Some like to point to studies like Deloitte’s annual “American Pantry” study, which this year reported Continue reading “What You Need to Know About Superior Consumer Loyalty”
(Reading Time: 3 minutes)Three weeks ago, I received an email from a local business publication I subscribe to. The subject line read:
“Action Required on Account No. ###”
The body of the email included the following copy (all caps theirs):
“Your print and digital access will expire if you don’t ACT NOW!”
“Don’t let your subscription end! RENEW IMMEDIATELY!”
(Reading Time: 4 minutes)Now for a few Nike-like words on behalf of the right thing: Just do it.
In the wake of Enron, Martha Stewart and revelations that something like 89 percent of those who take out personals ads claim to be better-than-average looking, “doing the right thing” has become a bit of a catch phrase. But we still see too many in the business world focused on growing the bottom line at the expense of providing a real benefit. Continue reading “Do the Right Thing”