Steve Patti
When Healthcare Professionals Receive the Wrong Diagnosis
Despite their academic pedigree, physicians and healthcare insurance providers continue to receive the wrong diagnosis for their sales ills. Confusing advertising for marketing can be dangerous — particularly when the research shows the latter is what drives sales.
Frontline Employees – Brand Ambassadors or Brand Assassins?
Frontline employees are the key to a positive brand experience in business, but nowhere is this more critical than services businesses. Here’s an example of a management failure to enroll frontline employees in becoming brand ambassadors.
How Subaru Stubbed its Toe at Whole Foods
Environmentally friendly and hip brand (Subaru) takes a good idea and botches the execution — “who’s to blame” is less important than “how to avoid” making the same mistake.
How to Rate (Select) an Ad Agency
This post provides specific thoughts and screening criteria for selecting an ad agency in the era of interaction (not interruption) marketing.
Bank Industry Marketing: Oxymoron or Opportunity?
This is a great time to be bank. In the midst of turmoil, a phoenix can rise out of the ashes — that is, banks have an opportunity to reach out and connect with consumers like never before.
Marketing Lessons from a Fisherman
This post examines the planning a fisherman employs to ensure a successful catch. In most cases, it’s more rigor that the average marketer invests in a multi-million dollar ad campaign. Where do you rate?
The Best Offense is a Good Defense: Why Retention Matters
This blog post revisits why retention is key during slowing economic times. It is more effective, offers superior ROI, and forces marketers to examine/improve the brand experience.
The $50 Billion Gamble and Why Ads (alone) Don’t Sell Products
GM’s woes and need for $50B in capital is a symptom — the cause is their refusal to connect with customers, listen, and respond. Let’s hope they get it right this time around.
Marketers: We’ve Seen the Enemy — and It’s Us
This post comments on marketers being their own worst enemies for lack of change. Fear, apathy, laziness, and other factors combine to paralyze implementing the ideas of best-selling experts.
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