Category: All Posts

HomeAll Posts (Page 3)

Which Way Do You Roll?

The Great Toilet Paper Debate. Seriously: Which way should the toilet paper be oriented?! I’ll bet you scoffed at this headline before clicking it. And I’ll bet you’ve thought about the debate it mentions almost too many times to count. But seriously: Which way should you hang the toilet paper ...

Kitchen Financials: Keynesian Economics

Where do you get the best picture of life’s most difficult concepts, in the classroom or in the kitchen? Stirring the Pot of Keynesian Economics In The Classroom… John Maynard Keynes’s book, The General Theory of Employment, Interest and Money, launched the macro-economic idea that government spending is the best ...

Trust: Look or Substance?

Each “trust moment” — business card, office building, elevator, sign on door, reception, bathroom, conference room…plays into your prospect’s feeling about your presentation and marketing materials. When research participants rejected a health website as not being trustworthy, 83% of their comments were related to design factors, such as an unfavorable first ...

Six Ways to Elevate Your Game Like Mike

Here are six ways* to elevate your branding game and be like Mike. As in Jordan, the highest-rated athlete for consumer perception. Fourth among celebrities in the U.S. and 12th globally. And the most famous rookie on the Forbes 2015 World Billionaires List. 1. Pick good teammates. Jordan partnered early with ...

Strategy+Story = +29% Sales

Forrester’s case study of one hotel’s CX Forrester’s case study of one hotel’s CX (Customer Xperience) showed +29% in sales. Here’s the double shot: 1. Brand strategy differentiation 2. ‘Wow’ storytelling by employees So, how did it go down? Happier customers, +29% YOY sales Improved customer perceptions (inc NPS) Renewed brand interest: The brand ...

The ROI of Customer Experience

Have you ever been asked to show a direct correlation between customer experiences and revenue? In this case study of two companies with different revenue models — one transactional, the other subscription-based, you can see the link between two common elements relevant to all industries: customer feedback and future spending by individual ...

Mind Your Customer Experience Gap

In a study conducted by Bain Consulting on customer experience, 8% of the customers of 362 companies described their experiences with those companies as “Superior.” Yet, 80% of those companies believed the experiences they provided to their customers were “Superior.” Why the reality gap when it comes customer experiences? A Harvard Business ...

Office Toilet Paper and ROI

Why buy Charmin or another higher-quality, more expensive brand of toilet paper for your offices? Because the first two lessons of being a brand in the social age is: every experience is social. And every experience matters. A bad experience with one touchpoint can undo the good experiences of all ...

Horseradish and Social Media

  “Too much horseradish?” I asked an old Wall Street friend of mine (let’s call him Tony). Tony works at one of the top 10 largest banks in the world, and we were eating sandwiches at Eisenberg’s deli in the Flatiron district of New York. Tony was looking a bit ...

Hiring and COO’ng

Are you a writer or editor? Focused on building a company or a team? Hire those who share "First Principles"? Know four leading indicators of undiscovered talent? Check out this interview. Don't worry if it's not exactly your industry. There are nuggets here that apply to all. See if you ...

Kitchen Financials: The Sticky Derivative

Where do you get the best picture of life’s most difficult concepts, in the classroom or in the kitchen?   The Sticky Business of Financial Derivatives   In The Classroom… Broadly defined, a financial derivative is a contract whose value is tied to something else. Such as a stock, bond, ...

Rise of the CMO, Stage 3

I have two sons on the morphing edge of things; one at Google, the other at BBC America. And it helped to serve as CMO in two transforming industries, financial and healthcare. I see the emerging CMO as the business leader who, one marketing plan at a time, has a ...

Rise of the CMO: Stage 2

CMOs must rise to be the leaders who “lead the requisite internal change to adapt to the market,” Kim Whitler writes in Forbes on the question “Is the CMO Role Dying or Thriving?” According to Whitler’s survey at the CMO Exchange conference, CMOs feel their role has gotten significantly more ...

Rise of the CMO: Stage 1

  Kim Whitler of Forbes writes on the blog-chatted question, “Is the CMO Role Dying or Thriving?” My view is that the CMO is not dying, but rather, molting and morphing. At the recent CMO Exchange conference, “The Evolving Role of the CMO,” Whitler surveyed CMOs on the degree to which ...

GlobeOp: The Color of Branding

Can you name each currency? Answers below. The color of branding is money. And money follows performance. As CMO, Jan raised GlobeOp’s brand profile, helping grow AuA 71% to $187 billion, revenue 41% to $221.3 million, and stock value 142%, leading to $1bn acquisition. Contact Jan: 973.454.8536 or janzlotnick@gmail.com See ...

Diving for Happiness

I don’t just want to be where my prospects are. I want to make their experiences there better.   ...

Customers Aren’t Asking…

#1 in a series of posts based on a study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. Topline View: After reading the McKinsey study showing me what looks like an anti-evolutionists’ stubborn ...

Internal Combustion Engine

#2 in a series of Jan Zlotnick posts based on a study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. There’s a powerful engine purring inside most businesses, waiting for someone in charge ...

Growing (a Pair)

#3 in a series of posts based on a social media use study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. CMOs have a choice: to leap and grow their brands through social ...

Convincer or Blueprinter?

In a blog by Andrew Stein, he asks the seemingly straightforward question, “What is Marketing?” and he rightly criticized one suggestion that “Marketing is what you do in business when you try to convince people to buy what you have to sell.” For me, the notion that marketing “convinces” customers ...

Stretch Creative, Work the Core

“Jan, I’m not a global brand with a global budget. How can I compete?” I’m often asked this at conferences and events. My advice? Stretch your creative mind, and work your core. Communicate on a remarkably creative level: Beware what George in Seinfeld might have called creative shrinkage. Don’t retract ...

Force of Nature

Timberline stands out from the oversexed holiday commercials for men’s colognes by expressing romance, and possibly love, as a playful, innocent, yet undeniable force of nature that cuts to the chase and causes one to happily fall. ...

Fake Brands Kill Real People

How does an “innocent” public keep drug cartels and terrorists in business? By thinking it is doing no harm when buying counterfeit brands. So, when Prada, Versace, Dolce & Gabbana, Ray-Ban, Coach, Gucci, et al, gathered in Washington, D.C. for the Anti-Counterfeiting Coalition, they were presented the problem, and marketing ...

I Love My Dad

A boy tells the story of his father returning to work after battling cancer. And a hospital emerges as a friend, neighbor, and hero. ...

I Love New York (State)

The first “I Love New York” commercial that broke with the format and strategy of promoting the city exclusively, so that the entire state of New York might promote itself to budget-strapped travelers in the northeast market. ...

Dickens, Ghosts and Me

Maureen Dowd wrote a column about this time of year as it relates to Charles Dickens, ghosts and to me, the reader.  I wrote in reply that it is in these uncommonly quiet days of uninterrupted moments, this oddly singular time to myself with its disarming quality of unbusied mornings ...

Through Ira’s Looking Glass

  You’ve got your stack of books and magazines to go through for the holiday break. Well, they can wait. These are the stories that will flip that switch inside you. And the incomparable storyteller, Ira Glass, to get you started. \”American Lives\” \”American Lives\” ...

Cash Money

Like great marketing can be: Astonishingly simple. But, like we have learned, it’s the “astonishing” part that doesn’t come easy. It comes when an idea is patiently, lovingly, “extravagantly” thought out and executed. ...

Thank you, Wally Pipp.

Everybody needs a Wally Pipp in their life. Or, more accurately perhaps, a little Miller Huggins angel on their shoulder. On June 2, 1925, Yankee manager Miller Huggins started Lou Gehrig in place of regular first baseman Wally Pipp.  In mid-September, 1973, Jan Zlotnick started in place of a big-haired freshman ...

Revenge of the Roommates.

He had been dreaming of another juicy piece he would write in his blog. But, now, shockingly, upon first opening his eyes, he realized that his sleeping body must have been physically moved in the night. Lifting his head off the pillow, he felt a wave of relief as he ...
Pages:«1234»