Mitchell Goozé

Visual indicators of quality

A tenet of process improvement management is to use visual indicators of quality to help people connect. I experienced an excellent example of that today at the bank. To calibrate you, one of the best inventions of the 20th Century was the ATM so...

Maybe it’s not that outrageous

Last October we posted about Ryanair as an example of focus and lean thinking. Today we have more to say about this interesting business. Their CEO, Michael O’Leary, does seem to like publicity at least as much as his counterpart at Virgin Atlantic, Richard Branson. That notwithstanding,...

Brand extensions are not all bad

Al Ries and Jack Trout, authors of Positioning and other excellent books, have been religious adherents of not extending brands. We generally agree, but are not as religiously committed. An example where we think it may work well is in Procter and Gamble’s move into...

They say any PR is good PR

When I first heard about Drake University‘s D+ campaign I had the same reaction as the The Awl and Adweek bloggers who ripped the campaign for aligning a really poor grade as the brand identity of the University. Drake got a lot of unanticipated...

It’s a global market

One thing I’ve noticed about marketers (and probably many other people too) is that they pursue efficiency … often to the point of being ineffective. A place where this often shows up is trying to make messaging or product global. While many larger companies...

Power to the (front-line) people

Most experts on customer service agree that empowering the front-line people to effectively deal with most of the issues that arise with customers is a key to loyal customers. Providing the training and guidance to do that can be difficult, especially when these “front-line” people...

Let’s get emotional

Al Ries had a great article in yesterday’s Advertising Age magazine about emotion and slogans. Pundits have suggested for some time now that brands need to make an emotional connection with the user. Many companies have created a social networking strategy to help build that...

If we could just go viral

Word of mouth (now called viral marketing because “mouth” is only a small piece of the communication method today) marketing is highly effective. Making it happen is everyone’s holy grail. We have participated in countless conversations with customers that start, “How can we get this...

Price, Service and Quality: Pick Two

The idea that you can have only two of the choices between price, service and quality has been an oft-quoted aphorism for decades. It has allowed some companies to justify their inability to compete. Or has been the basis of unfortunate pricing strategies.  As we wrote...

Possibly the greatest long-format ad ever

Long format ads are generally longer than one-minute and often associated with direct-order television. However, there can be many other uses of long-format ads, especially in today’s Internet society. My friends Abe Walking Bear Sanchez and John Younker recently shared this Ford long-format ad...

ReBrand, ReLaunch, Resign

A while back I posted about the 3-Steps in the CMO’s life cycle: ReBrand, ReLaunch and Resign. I was reminded of those three steps while reading about the battle going on between KFC (formerly known as Kentucky Fried Chicken) and a significant portion of its...

And the goal is?

My friend and master storyteller, Abe Walking Bear Sanchez, shared a story recently that I think bears (no pun intended) repeating. There once was a warrior who prided himself in being the finest archer in the land. One day he came to a village and saw...

It wouldn’t be so obvious if it wasn’t right under your nose

Removing waste from all of your processes is especially critical in today’s increasingly competitive, global market. Such streamlining not only includes the obvious supply-chain processes, but the demand chain (customer-facing) processes as well. In particular, finding and removing waste in white-collar processes can be...

Find a difference and leverage it

The world does not need another Wal-Mart. In truth it would not have needed Wal-Mart if Kmart had executed. Too many companies try to emulate a leader or compete head on in a market. Unless the leader has slipped, this is a risky strategy because you...

Nero fiddled while Rome burned

While that story may not be precisely true, the metaphor remains relevant. Back in 2002 we wrote a paper entitled: “Is Your Business Model Right For Tomorrow’s Market?” As the title suggests, this paper asked a critical question, which many companies are still not...

If you get the product right, “marketing” is a lot easier

It’s no secret that Buick car sales and the Buick brand have been on a downward slide for over two decades. This performance notwithstanding, Buick was selected as one of the surviving brands in the GM portfolio. In a post earlier this year I...

Why some brands are losing relevance

Consumer brands are designed to create floor traffic for retailers (because the consumer wants the brand) and value over private label products because the branded products are innovative and worth the increased price the consumer pays. Over the last 15 years two changes have conspired...

Lean thinking applied to airports

Two of our favorite subjects (airports and lean thinking) were combined in a blog post entitled, Saying Goodbye To Long Waits At The Airport. While not all long waits are solved, one of the key ones, being #23 for take-off while your plane waits...

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