I am the captain now 

For a long time brands had the upper hand. The purchase funnel was relatively straight-forward. Media channels were few and generally well controlled. The consumer's access to product and pricing information was limited. Distribution channels were highly disciplined. Communication was largely one-way. Marketing plans were often drawn up just once year and any changes required … Continue reading I am the captain now 

I see dead marketers

I see dead marketers. Walking around like regular people. They only see what they want to see. They don't know they're dead. Marketers who behave as if customers care about channels. Marketers who continue to push average products for average people. Marketers who value efficiency over effectiveness. Marketers who think they can price cut their … Continue reading I see dead marketers

n = 1

I see dead marketing. Strategies deeply rooted in average products for average people. Campaigns that haven't answered the fundamental question: "who's this for?" Promotions desperately (and pointlessly) trying to out-Amazon Amazon. Programs that reek of me-too-ness. It's never been a good idea to promulgate the undifferentiated, the uninteresting, the irrelevant. But today that nonsense will get … Continue reading n = 1

Confusing necessary with sufficient

We're told we have to embrace all things omni-channel, yet Macy's and Nordstrom, two of the acknowledged leaders in this arena, have yet to move the dial much on market share and profitability. We're told we have to digitally enable most dimensions of our business, yet Sears, which has been a pioneer in many aspects … Continue reading Confusing necessary with sufficient

A dim signal amidst the noise

We've all been taught that successful brands need a unique value proposition and that we must craft a distinctive positioning. And certainly most organizations spend a lot of time honing their business models and churning out sales programs and marketing campaigns designed to one-up the competition and compel the customer to choose us. But what if hardly … Continue reading A dim signal amidst the noise