When Did Service Become the Customer’s Obligation?

When Did Service Become the Customer’s Obligation? A neighbor recently asked me if I would be home to sign for a FedEx package for him. It seems that a signature on file wasn’t enough. The shipper was demanding a live person to accept the package. And it set me to thinking. At what point did…

Puppies, Kittens, and Kids

Puppies, Kittens, and Kids: Marketing to the Emotions It is a truism in consumer marketing and advertising that putting puppies, kittens, or kids in an ad or on a product evokes an “aw” response. They automatically get attention. (Where would the Super Bowl ads be without at least one commercial with a dog in it?)…

You Know What They Say About Assumptions…

You Know What They Say About Assumptions…  Most companies think they have a pretty good handle on their marketplace, who their customers are, and why they buy from them. And, up to a point, they are probably right.  But customers are a surprising group, and often even successful companies can be missing some vital information…

Board of Directors Domain Diversity

Board of Directors Domain Diversity: More Ideas & Fewer Spreadsheets The following article was written by Andrew Stein, President of SteinVox, is a Chief Strategy, Marketing & Sales Operations Executive. This article was originally published on his blog on February 26, 2012. He is a champion of pervasive strategy through fearless marketing to drive sales.…

Marketing a Commodity

Marketing a Commodity If you think about it, most of the products in the marketplace are commodities, products which are pretty much like all the other products in that market space. That means, of course, that most marketing people have the unenviable job of differentiating where there is, in fact, very little difference. Marketing a…