5th P

A.T.a.R. Or AVATAR?

A.T.a.R. Or AVATAR?

Being a part-time academic is like being a voyeur -peaking between the blinds at the private world of Academia. I’m pleased to be teaching, yet also feel an obligation to nudge ‘academic theory’ towards Reality at times. Some notable tactical differences- just to get started. 1. Academic textbooks, and even some teachers, still emphasize ‘markup’ (profit as a [...]

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PopUps Hit London Down Low

PopUps Hit London Down Low

This past weekend, the Travel section of the Globe carried a relevant business trend. As per a few of my posts in  2112  and again this January, PopUp or Flash businesses are hot! PopUp dining/bars are taking London by storm. Restaurants in-between old buildings, in tents, wagons, under temporary leases. Dining ‘experiences’ here today, gone tomorrow. The ephemeral aspect makes it special. [...]

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The Hot Fields?

The Hot Fields?

At times, my Consulting & Teaching worlds overlap, but not often. Consulting projects emerge from market needs for my core expertise: 5 year plans, growth strategies, new product development, channel management, customer research, data analysis. A project typically requires skill in many ’functions’ (Market Research, Marketing Communications, Strategy) that traditional Academia consider as separate ‘functions’ tidily split into distinct disciplines. [...]

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Target Makes Plus-Size Apology for Oversight

Target Makes Plus-Size Apology for Oversight

Target gets mixed marks for their Canadian store openings (great print/outdoor ad creative, smart media placement but poor stock levels and a poorly defended USA-Canada price gap policy) but I give them high marks for fessing up to a recent faux pas. A sizable one. Last week a customer noticed the chain offered a dress [...]

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All the Right Moves in Lifestage Marketing

All the Right Moves in Lifestage Marketing

Strategy Steve has been a little less strategic and a little more tactical lately; I’ve been moving. A process that provides learning experiences & opens one’s eyes to new opportunities for businesses to ‘get it right’. Copa Cabana around the corner is a giant restaurant/bar (bet it seats 250+). It’s packed every night. They got [...]

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Public Payback’s a B_____

Public Payback’s a B_____

Saw some strong examples lately of powerful public backlash after an organization makes a lame ethical or Customer Service move. We all know that, due to the internet, consumer backlash can be immediate & global. That’s not new. What’s new is how persistent & creative the backlash can be. Starbucks was ‘outed’ a couple weeks [...]

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‘Old’ Icons Kept Fresh via User Inuput

‘Old’ Icons Kept Fresh via User Inuput

the 5th P of marketing, Public Input, continues to grow fast in power & range. Organizations of all kinds need to get hold of it & use it to their benefit! You say your business is an old & established and doesn’t need Public Input? For shame!  Coke is an ‘old’ brand using Social/ User [...]

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Expedia Fires Back at Google (This Is Gonna Be Fun!)

Expedia Fires Back at Google (This Is Gonna Be Fun!)

Expedia hasn’t rolled over & given up in the war looming against Google-Frommers. Back in August I told you Google acquired Frommers – a respected name in travel, with revered guidebooks, travel destination info, tourist resort links, hotel reviews, etc. That’s a necessary step before Google becomes a travel destination booking player- and that inevitability [...]

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5th P Gets Real on the Real Thing

5th P Gets Real on the Real Thing

A brilliant new viral video now shows how ‘real life’ would work out, for polar bears who overindulge in sweet soda. A creative, inspired way to reveal facts on the real impact of sweet soda. Coca Cola and PepsiCo must be wondering how to handle this. Here’s the video account of ColaBearsInRealLife Feel free to [...]

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Social Marketing Examples: The List Grows & Grows…

Social Marketing Examples: The List Grows & Grows…

Attention Seneca Students: Here’s a short list of links to some of my past articles on Social; some old, some new (none borrowed, but some blue). Since every day there are more & more examples being created, I expect this post will be subject to plenty of ongoing updates:   Practical / Positive Use of [...]

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