Mitchell Goozé
Mitchell Goozé
Mitchell Goozé is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. A seasoned general manager, he has headed divisions of large corporations and been CEO of independent firms, always focusing the company strategy on the most important person in business . . . the customer.
Confusing Motion With Progress
My older son, who works for a Fortune 200 company, mentioned this morning that his company was going through yet another reorganization to improve...
Finally A Brand Metric That Might Actually Matter
Brand value metrics abound. Several consulting and branding firms purport to measure brand value. I have written my opinion on those before. Many marketers...
Does A CMO Add Any Value To A Company?
Well there’s a loaded question. This question has been posed for many years (at least 12) and the answer depends on who you ask....
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...
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...
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...
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....
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,...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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....
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...
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...