If you are not familiar with the following adage, I recommend strongly becoming intimate with its meaning. I have heard it expressed three ways: “amateurs discuss tactics, professionals study logistics” or “civilians talk strategy, soldiers practice logistics”, and my favorite, “amateurs talk tactics, dilettantes talk strategy, professionals talk logistics.” In these, don’t assume the standard […]
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Entries by jscadmin
This article originally appeared in The Toronto Star. Buy now, rationalize later. Advertisers are growing ever more sophisticated at understanding how emotions lead to sales. Some politicians have picked up on the lessons. Toronto marketing expert Jeff Swystun gets philosophical when he talks about the advertising game. “Plato wrote (that) ‘human behaviour flows from three […]
An episode of the U.S. version of the television comedy, The Office, involves a Halloween costume contest at the paper supplier Dunder Mifflin. The top prize is a discount book offering coupons from local businesses. The retail cost of the book is $40.00 that offers $15,000 in savings if all coupons are redeemed. One character […]
What do you think of when you hear, “the advertising industry”? Is it the embellished glamour of the Mad Men era or do you see logos and hear jingles. More abstractly, you may imagine a long assembly line spitting out ever more advertisements adding to the communication clutter in our lives. One of the most […]
We are advising the Ontario Securities Commission’s first approved ITO. Go TokenFunder Go.
Okay, um, wow. I am positively blown away by Matt Zoller Seitz’s book, Mad Men Carousel. His sentences are paragraphs, paragraphs are chapters, and chapters an entire work in density not length. I mean this in the best possible way. I never knew that when Don was stopped at the railway tracks, he was contemplating suicide. […]
Have you noticed the same handful of businesses lead every brand ranking, are mentioned repeatedly at conferences, and are consistently referenced in books and articles? One cannot escape testimonials to Apple, Coca-Cola, McDonald’s, Harley-Davidson, and Disney. It is if there are only a handful of successful brands on the planet. Now it seems consumers believe […]
Recently my stepdaughter shared an article called Rise and Shine: The Daily Routines of History’s Most Creative Minds. She is entering the creative and competitive world of acting and writing in film and television. In sharing she could not help but note that I am well practiced in the routines of coffee, long walks, and […]
The force that was the British Invasion had never been experienced before nor has there been anything like it since. It has been examined for its musical influence which was considerable. What has not been covered is the role marketing played. There is much to learn from how these bands deliberately and accidentally built their brands. […]
It has been called the most dangerous title in business and many pundits have suggested it does not work and should be banished. No role in the last fifteen years has been scrutinized and debated more than the Chief Marketing Officer. Businesses have struggled with the title and role since it was first coined not […]