Mitchell Goozé

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,...

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...

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...

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...

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...

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...

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...

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...

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,...

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...

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...

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...

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...

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...

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,...

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...

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....

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