I love disruption. Not many people can say that. Disruption is a breath of fresh air to rituals and expectations. Leveraged well, disruption is an amazing marketing tool. Take REI in America. They chose to CLOSE their store on Black Friday, the day after Thanksgiving, traditionally the busiest shopping day of the year in the US. While some accused the retailer of … [Read more...]
Marketing disruption: Hans Brinker Hotel claims “worst hotel” status
Disruption can be a powerful tool. The Hans Brinker Hotel in Amsterdam claims to be the worst hotel ever. In fact, an official line from one of their ads claims, "The Hans Brinker Hotel in Amsterdam. It doesn't get much worse." Without apology, they have made a successful business out of being awful. Click here for a first hand look at that housekeeping commercial. It will … [Read more...]
What 3 words will focus your 2016 efforts?
Welcome to 2016! For many of us the New Year brings promise and anticipation of opportunity. While I'm not a big believer in New Years resolutions, I do sit down each year and write out business and personal objectives and then break them out into smaller "to do" items. I then note those items in my calendar. It's a remarkably simple system, and one that I've used since 1987. … [Read more...]
How #WestJetChristmas Miracle 2015 earns authenticity in the jaded airline space
Leading brands know who they are, and more importantly who they ARE NOT. They are conscious of what matches their style and resonates with their audience. They find authenticity in the space that they occupy. Westjet is one of those brands. Westjet has been doing the Christmas miracle since 2012, an annual feel good campaign of sorts, that spreads good cheer in their … [Read more...]
What does Amazon’s move to open a new brick and mortar bookstore in Seattle signal?
It's been said that everything old becomes new again in time. But has the time come for the online bookstore to go back to its roots, with actual physical locations? Amazon opened a physical bookstore in Seattle in early November 2015. The store is located in University Village, an upscale outdoor mall that is already home to thriving Apple and Microsoft stores. The … [Read more...]
