“You can fool some of the people all of the time. You can fool all of the people some of the time. But you can’t fool all of the people all of the time.” – Abraham Lincoln
RE-WRITING HISTORY – NOT!
Whether your brand is personal or a can of beans, your brand promise is not what you say it is, it’s what you have demonstrated over time to your customers. It’s what they say it is! It’s their experience that counts more that any marketing campaign....
Your Customers Want You to Stand Up or Stand Down
ARE YOU CONSPICUOUS BY YOUR SILENCE?
It used to be, just a few years ago, that companies didn’t want to take sides on what they saw as “political” issues. But basic rights, like the right to life, liberty, and the pursuit of happiness, have been documented as far back as the Declaration...
It’s Past Time for a Green Economy!
BACK TO WORK
The unemployment and consequent recession heaped on our economy by the pandemic and the mounting climate crisis has us all facing new priorities. From a strictly business standpoint, we must redefine our values, create new jobs and survive these existential threats. The climate crisis is not...
“Show Them Who You Are Before You Show Them What You’ve Got!” -Jeffery Madoff, Author and Playwright
THE BUY BUTTON
Some old-fashioned values are making a comeback during this COVID crisis. Our priorities have changed. Being indefinitely sequestered has made folks more skeptical about who they choose to do business with. Before the shutdowns, there was so much noise out there that it was almost impossible...
Entrepreneurship is an Alternative to Unemployment
THE ROAD MAP
We have written extensively over the years on business, especially on our own experiences and the lessons we learned building the famous Barefoot Wine brand. Now, due to the coronavirus and the associated massive unemployment, more people than ever are considering starting their own businesses. Many...
When It Comes to Shelf Signage, Size Matters!
CAN YOU SEE IT FROM FOUR FEET AWAY?
So, you are fortunate enough to get your CPG product on the retail shelf. Now you have an opportunity to be discovered by shoppers, but they have got to see you and you’d better have a compelling message. Because retail shelf space is so limited, you...
Support Your Local Businesses – Quick, While You Still Can!
LAST CHANCE!
Due to a toxic combination of short-sighted selfishness, lack of national leadership, and outright incompetence on many levels, we are about to lose one of the foundations of our economy, Small Business. Small Business is responsible for most of the jobs, most of the choices, and...
Now, Everybody Change Lanes!
MAKING THE MOVE
We recently had friends who are in the real estate business over for a socially distant dinner at our place. They have been in business for thirty years buying and selling properties for their hundreds of clients in San Francisco and Sonoma County. They said, in...
They Don’t Buy Your Value Proposition, They Buy Your People!
PERSONALIZED ATTENTION
With the virus, we have all been rocketed, kicking and screaming, into the future of a remote work force. We were headed there anyway. The problem is, we are not evolving into it in a thoughtful and experienced way like we could have done over time....
Road Trips Are Back! Take Audio Theatre Along for the Ride!
TURN YOUR CAR INTO A THEATRE!
When we started Barefoot Wine, we spent a lot of time in our car. We live north of San Francisco but had customers all over the country. We would often drive south to Los Angeles, San Diego, north to Portland and Seattle, and east to Reno,...
Consumers Vote With Their Pocketbooks
TAKE A STAND …WHILE YOU CAN!
While many politicians give lip service to effecting change in the wake of the brutal George Floyd murder, a recent article appearing in Forbes offers an effective prescription. It’s a prescription we believe to be the most effective and have been advocating for decades: “Voting with...
5 Lessons We Can Learn From The “Brand” COSMO!
FELINE WISDOM
“Cosmo is the love of the neighborhood!” Regular Rounds When we invited our artist friend, who lives a half mile down the lane, over (at a social distance, of course) we thought we were introducing him to Cosmo for the first time. We were surprised when...
5 Reasons Businesses Must Speak Out Against Racist Police Violence
SILENCE = PERMISSION
We have some friends and colleagues in business who say, “I don’t want to speak out because it will be seen as political and then my site will attract trolls.” But at some point it is in their business’s best interest to speak out. Now is...
The Economy is Awakening with Starts and SPITS!
DON’T SPRAY ME!
Due to poor planning, incompetency, ignored warnings, and political maneuvering, the virus got a major hold on the world’s population. It wasn’t nipped in the bud or addressed in time. The result has been the overwhelming of medical facilities New York, Spain, and Italy. Once they...
The Greatest Generation- A Brand We Should All Emulate
WE CAN DO THIS!
During the four years of WWII, our predecessors demonstrated a national and international resolve to overcome the enemy. The population was of a single mind. The leadership, direction, and exemplary messaging were consistent. Major sacrifices were made by everyone. People looked out for each other. Personal...
Pandemic Mentality Drives Older BIG Brand Growth …At First
I WANT SOMETHING I KNOW!
According to Thomas Heath writing for the Washington Post, an interesting anomaly is taking place in the brand world. Older big brands are taking off …again. This is a trend we didn’t see coming, but we should have. When people are uncertain they seem to gravitate...
9 Re-Branding Considerations for the Pandemic
YOU NEED THIS NOW!
Due to a lack of foresight, leadership, and national commitment, unfortunately, the coronavirus and its consequences will be with us for a long time. What does this mean for business and more specifically, how your brand is perceived? Simply, is it viewed as a necessity or...
Personalized Attention Makes a Comeback
CRAVING REAL TIME INTERACTION
Whether it’s a phone call from someone you know or a video chat with a familiar person, the cloistering of society has opened the door for real time communication. We all now need live acknowledgement that we are important enough to spend exclusive time with. There...