John Malmo

I know why newspapers are in trouble. Sure, there’s been a flood of competitive media. Especially the Internet. And fewer people today want a whole lot more than headlines. And only we older people, apparently, appreciate a hands-on newspaper experience. 

One of the hardest jobs consultants have is convincing companies to spend to keep existing customers, instead of putting everything into chasing new customers. 

Everybody knows brand names are important. And that picking a good name up front can save millions and years building brand awareness. But an office building name? 

The quality of consumer service fluctuates. It’s not like corn flakes.  May be great for awhile. Then not so great. Maybe awful. 

From recent experiences, airline service can’t get much worse than Delta. Nevertheless, Delta also is the classic example of real, heads-up marketing at work.