I can't understand why people are frightened of new ideas. I'm frightened of the old ones. John Cage

Yearly Archives: 2008

Make them uncomfortable!

We share this thought with just about everyone we encounter from a marketing standpoint and it is amazing to see the response you get. I guess it will help to tell you what I mean by “make them uncomfortable”. Well, quite simply we want you to make someone unhappy with your business. No, we don’t want you pissing people off in a frantic rage, but we do want you to push your positioning in such a way that makes people despise you or at the very least wanna punch you in the face.

David, what the hell are you talking about?

Let me explain, so many businesses talk about targeting the right audience and “really connecting” with them. Bullocks. No they aren’t. They say that because its just what you are supposed to say. Odds are the message you are screaming from a mountaintop is so safe that although you are screaming loudly no one is hearing you. They aren’t hearing you because you are getting washed away by all the others. Your message sounds like a restaurant dining room….Great things are being said, but unless you are at the right table you aren’t being listened to.

If you try to appeal to everyone you will be compelling to no one!

Am I making sense? Solution! Craft your messaging in such a way that you truly resonate with your intended audience. Something that pinches their soul, knowing that others will feel pushed away and uncompelled. No, they won’t get their feelings hurt (not always), but they simply won’t notice you….Don’t worry! That’s ok. We don’t want everyone to notice you. We only want the specific niche you are shooting for. The others will not be your loyal customer in the end even if you grab their attention for the moment because your brand promise was never crafted for them to begin with.

I guess I could have been “SAFE” about this post and told you something like this “Make sure you have a really strategically, integrated solution for your potential customer base.” Would you have noticed it? Or even read it?

Go create some pins and needles!

December 2, 2008
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Luxury Brands: Marketing the Upscale During a Downturn

This is a great article providing insight on the luxury market in this economy. I typically stear away from some of it due to media hype and being plain sick of it. However, this article has a bit of both sides, but more importantly it explains the value of maintaining brand integrity even in the down economoy

Published: November 12, 2008 in Knowledge@Wharton

As 2009 shapes up to be the most challenging year in more than a generation for luxury items such as high-end apparel and fragrances, marketers’ plans for targeting aspirational 16-year-olds and expanding rapidly into the new money hubs of Russia or the United Arab Emirates are suddenly “out,” according to a panel at the recent Wharton Marketing Conference. What’s now “in” for marketing luxury in this difficult era is pampering the wealthiest and most loyal customers with everything from monogrammed shirts to personal in-home visits.

“I really think the foundation of luxury is customer service — that is what we are hearing,” said panelist Cori Galpern, worldwide marketing and advertising director for Tom Ford International, the designer’s growing chain of fashion houses. “I think what we’ll see because of the economic crisis is that you lose a certain amount of that aspiration customer. Somebody who will buy a couple pairs of shoes over the course of the year is making other choices. The core for a luxury brand is a customer with very considerable wealth.”

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November 13, 2008
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We want to hear from you.

What is your greatest Marketing Challenge today?.

The economy is once again the talk of the day now that we are through with another election – whew. I think I would snap if I had to see one more of those spoon-fed, plastic political commercials. They should be considered SPAM.

Anyhow, we now have a holiday season on our heels so the economy is sure to be the topic moving forward. So, let us hear it. We want to know what your marketing troubles are. Saying its the economy is such a blanket statement, there must be more to it. Send us your thoughts to We will be reviewing the responses we get and doing a follow up post to see what you are finding as your greatest challenge.

Note: Please be advised that we will not publicly share your troubles with your company information on any follow up posts. We simply want to look at the trends taking place in order to lend some insight for your business.

November 11, 2008
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