What chocolate-covered lies can teach about marketing

By now, half the world has heard about the chocolate dream that died last week in Glasgow, Scotland. Billed as an immersive event, “Willy’s Chocolate Experience” went viral for all the wrong reasons. We could examine the errors in planning, staffing, design, execution, logistics, ethics and price point that led to the fiasco. But we…
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AI writing tools do not (yet) include artificial common sense, accuracy or tact

One pitfall of new technology is people quickly come to rely on it to perform functions it simply doesn’t do. I recall the spellchecker gaffes decades ago, when optimistic writers assumed a document was error-free because they’d hit “spell check.” A book author was once very surprised when I found an embarrassing error — see,…
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Marketing and Making Friends

Marketing is the act of promoting, and/or selling products and/or services and refers to any actions a company takes to attract an audience to the its product or services through high-quality messaging. Marketing’s aim is to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand…
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Is simple really better?

“The man who has begun to live more seriously within begins to live more simply without.” –Ernest Hemingway As someone who spends a significant amount of time brainstorming, I’ve often found that people tend to overthink things. They labor for long hours trying to shape elevated portions of the Earth’s crust into formations with steep…
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Friends football supporter fans cheering with confetti watching soccer match event at stadium - Young people group with red t-shirts having excited fun on sport world championship concept

Vintage Marketing: “I’m going to Disneyland!”

As teams, fans and marketing executives gear up for the 2023 Super Bowl, I wanted to reflect upon an ad so ingrained and so beloved that we don’t even think of it as an ad. It’s an axiom, an answer you already know before the question is asked. Once the last play has been called…
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My most memorable cup of coffee

Recently, at a luncheon held by Bruce Merrin’s Celebrity Speakers Bureau, I had the honor of hearing former military intelligence officer and author Alex Manire discuss his time serving and his journey toward faith. As he began, he asked the audience if they could recall the best cup of coffee they’d ever had in their…
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Vintage marketing: You got chocolate in my peanut butter

Few ads encapsulate an idea so well that they became standalone metaphors. But when I hit upon a surprise great combination, I often quip, “Hey, you got your chocolate in my peanut butter!” And whoever I’m with quips back, “You got your peanut butter on my chocolate!” Picture this: two young, attractive people are walking…
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Lost in translation

Are you speaking your customers’ language? If you’re not, you may be missing out on an opportunity to connect with them. For example, we have been creating more Spanish-language marketing materials for clients because they are finding more of their customers speak Spanish. Rather than forcing a customer to read and comprehend a foreign language,…
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