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FEAR: Is it an Effective and Fair Marketing Tool?

Do you think the 2016 presidential election campaign was divisive and brutal? Believe it or not, nothing stated in the 2016 debates or tweets was as harsh as a 60-second TV commercial that was broadcast September 7, 1964 — by the campaign of President Johnson. Just two years after the …

Big Boxes Go Bust as Subscription Boxes Boom

Do you remember looking forward to going into the “toy aisles” when you were a kid? The toy aisles were always an oasis of relief from the boredom of shopping with your mother in a department store. As soon as you were inside Kmart, Sears or other department store, you started …

Scary Skeletons and Other PR Tactics

The King Air Turboprop used up every bit of the airstrip as it landed at tiny Elkton Airport in North Lima, Ohio. I could see the nose of the aircraft dipping as the pilot pumped the brakes. The powerful beast wanted a few hundred more yards to shed its angry …

Brand Loyalty and Affinity: How Early Can it Start?

This wasn’t an ordinary basketball game. The Rockets and Cavs were both undefeated and playing for the lead in the league standings. The fans were excited and vocal as they watched their favorite players jog onto the court. Each player wore the uniform, colors and logos of their respective team. …

The Art of Retaining Customers

Have you ever tried to cancel satellite TV or radio? I canceled my satellite TV service recently and I can tell you… it’s a real challenge. If you try to end your service, you’re in for a long conversation during which you have to alternately defend your position and turn …

Beyond Demographics — You Are What You Search

Tim Frank enjoyed a good life as the chief financial officer of Axo Manufacturing. Fifteen years earlier, he and Adeline Lane were assistant controllers when the previous CFO decided to retire. Tim and Adeline competed for the post and, by most accounts, Adeline was far more capable than Tim. But …

She Has the Gold/Makes the Rules

Shake n’ Bake TV commercial script— “Grandma, can I help you make your special fried chicken?” says 8-year old Sally. “If you can keep a secret…I use Shake ’n Bake now,” says her sneaky grandmother. Sally is shocked: “You DO?” “Sure. I’ll show you,” says Grandma. “First we shake,” as …

UGC: Try it. Don’t Fight It.

Most people would describe Jerry Cortez as a pretty tough guy. Now a successful entrepreneur, he paid for part of his college tuition by fighting in “smokers” — non-sanctioned boxing matches. Jerry is not scared by much. Yet, halfway through my presentation, Jerry started sweating, his pulse increased and his …