Make Product Design a Fantasy
An often repeated saying in marketing is that “customers do not buy products; they buy benefits.” In other words, we are interested in a product not for what it does, but rather we are interested for...
View ArticleBigger not Always Better when Selecting Marketing Partners
Remember times from your youth when a group was divided into teams to compete? Often, the bigger kids got picked first because, well, they were bigger. Another example of a “big bias” is shared by Zig...
View ArticleAnother Tale of ‘Differentiate or Die’
My favorite marketing mantra is the title of the Jack Trout book Differentiate or Die. It is at the same time straightforward, provocative, and applicable in many situations. In a world in which we...
View ArticleThe NHL Doesn’t Care – Why Should We?
I am a lifelong hockey fan, which is a noteworthy claim coming from someone whose childhood years in Mississippi in the 1970s definitely did not include playing hockey. My father was French-Canadian,...
View ArticleNHL’s Relevancy Problem
In my last post, I vented frustrations about the NHL’s lockout of its players over contract issues. My conclusion was that the NHL does not care about fans, so why should fans care about the NHL? Yes,...
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