by Jeff Slater | Feb 20, 2018 | Interesting Brands, Marketing Advice, Marketing People
There is only one valid definition of business purpose: to create a customer… Because it is its purpose to create a customer, any business enterprise has two — and only these two—basic functions: marketing and innovation… Peter Drucker, Legendary Management...
by Jeff Slater | Feb 18, 2018 | Marketing Advice, Marketing People, Personal Stories
In 1970, my father told me that I needed to get a job to help pay for gas and insurance on my new car. I planned to buy a car with my bar mitzvah money. In his understated way, Dad was trying to teach me a lesson about appreciating the value of money, hard work and...
by Jeff Slater | Feb 11, 2018 | Marketing People
Marketing requires a thoughtful approach that is rooted in clear thinking. The exceptional marketers recognize a fantastic opportunity that is filled with wit and whimsy. The brilliant marketing genius is open to wild and crazy ideas because they are so difficult to...
by Jeff Slater | Jan 30, 2018 | Branding Issues, Marketing Advice, Marketing People, Marketing Start Ups
Brands that soar tend to be eliminators. They get rid of one big thing in the category. Great brands remove something everyone expects from an experience. Ikea is the furniture store that doesn’t sell you assembled furniture. You do that work yourself. Carroll’s...
by Jeff Slater | Jan 28, 2018 | Marketing Advice, Marketing People
The meeting with a new client went very well until I asked a difficult question. Why does your customer buy from you? Why you and not someone else? Do you understand their motivation? The team assembled gave me several reasons, but none of them felt authentic. They...
by Jeff Slater | Jan 25, 2018 | Branding Issues, Marketing Advice, Marketing People
Wait, what? Yes, the good old fashion telephone is the most consequential tool for most marketers. It is ignored and left out of most marketing plans. Why aren’t outbound phone calls by you or your team part of your plans? (I’m not talking about telemarketing)....
