Mitchell Goozé

When All Else Fails, This Can Increase Your Company’s Perceived Value

David Aaker found a positive correlation between advertising and stock price over 20 years ago. In 1997 Corebrand also released a report positively correlating advertising and stock price. Increased awareness appears to increase perceived value of a company, which is then reflected in its...

How Do You Decide What To Do?

Much has changed since 2005 in terms of how marketers are expected to make decisions. We’ve gone from a gut feel and intuition driven process (mostly) to what is supposed to be a data-driven, fact-based decision process today. Marketers are expected to justify spending...

Misguided Competitive Advantage

Much is written on competitive advantage. The amazon.com website brings up 1000s of search results in the books section alone. My second book, The Secret To Selling More, discusses it, and my third book (along with Ralph Mroz), Value Acceleration, has competitive advantage in...

B2C CRM And On Whom To Focus

A recent and insightful article notes that adding names to a B2C database to send out indiscriminate email blasts is confusing activity with results. I agree. The article notes that B2C marketers should be focusing on the 4.7% of their consumers who generate social...

The Brand Experience Myth

Many brands continue to lose relevance, value and profitability. Much is written about how “marketing” needs to fix this. Talk abounds about consumer experience, purpose driven brands, etc. It’s all misdirected. I will accept that consumer experience and connection with your company’s purpose can create...

Is There Really Anything Wrong With Amazon’s Culture?

Following a widely read article in the New York Times purporting to show the true culture at Amazon.com, much has been written about how they need to change from their hard-driving, data driven culture. Poppy cock. Amazon, like many successful companies has a strong culture. It’s...

What Are They Thinking? Or Maybe They’re Actually Not

Today’s post ties to several recent posts. I have slammed brick and mortar stores for expediting their own demise; I have talked about confusing activity with results in marketing automation systems; and mentioned the raising of the bar by some companies today when it...

Promises You Can’t Keep … Why Make Them?

This is a theme I am writing about over the last couple of months, because it keeps coming up … and I can’t see what the point is of making promises you can’t deliver upon. This post is about La Quinta Inns (and Suites). I...

Brick and Mortar Suicide … Continues

Last year I wrote about the continued self-inflicted demise of brick and mortar stores. The pace is accelerating because of the suicidal management of the brick and mortar stores and the continued innovation of the on-line stores, most especially Amazon.com. I am a regular shopper...

Why Promote What You Don’t Want To Sell?

In a return to the “why are they promoting what they can’t (or won’t) deliver” department, let’s look at the Chevy Spark EV. This vehicle is apparently a “dog.” Sales were dismal and showed no signs of improving. But then paying $25,000 for a...

What’s Really Wrong With McDonald’s

Much is being written about the so-called McDonald’s turnaround (the current one). Pundits chime in regularly as to what they need to do. Much is being made of “menu creep.” The belief is the menu has grown to the point where it’s too big. Comparisons...

Why Promote What You Can’t Deliver?

Seems a valid question, and yet I see examples of it all the time. Maybe the people who are being pushed to promote something are unaware it’s not really available. Maybe what they are promoting is highly profitable, but if it isn’t available, how...

How Does This Happen? What Is Marketing?

I keep being amazed at what CEOs of large companies get conned into by their so-called “marketing departments.” (Well and smaller companies too for that matter.) There is a big “to do” going on over the fact that Twitter has put their CFO in...

How Long Can This Business Model Last?

I am not an avid Uber user, but I do use them from time to time and find the service quite good. The fact that it is less expensive than a taxi (usually) is an added benefit, until you stop and ask yourself how...

And Again With The Power of Focus

It never ceases to amaze me how many companies chasing top line growth (perhaps to appease Wall Street) diversify into mediocrity … or worse. The latest example is Crocs. Full disclosure, I have worn Crocs for years, much to the dismay of my kids....

Over-Promise And Under-Deliver Is Not A Good Strategy

While the headline is true, if everyone in your industry does it, you can get away with it longer than is reasonable. Today’s examples are airline related (where else can you find such easy examples of this). I made the mistake of flying United on...

Think Like A Customer … Apparently It’s Even Harder To Do Than We Thought

I believe the critical skill required of any good marketer is the ability to think like a customer, as opposed to hoping the customer thinks like them. Many other experts also stress the need to think like a customer. While I have always known...

Customer-Centricity Is A Mindset

As long time readers know, I fly a lot. Lots of flights, lots of gate agents, flight attendants, etc. Some good, some great, some who need to consider another career. However, I heard something shocking recently on a Southwest Airlines flight that caused me...

It Seems So Simple … From The Outside In

Every process is perfectly constructed to produce the results it does. And I saw another example of this last Sunday and Monday. The airline industry touts their customer focus, despite most people’s experience to the contrary. Many people who work in the industry might like...

Apple’s Innovation Challenges

After Steve Job’s death, I posted a few times about where Apple heads next with innovation. Many people have asked the same questions. With the introduction of the iPhone 6 and the Apple Watch (aka iWatch), we are beginning to get a clearer view. Some...

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