The Word for Trust is Confianza

The Word for Trust is Confianza

Plunging down the mountain side in a cab from the airport in Medellin, Colombia, Don Pepper and I were comparing notes on our careers in advertising. He didn’t mention the fact that I had excused myself early from the luncheon attended by the sponsors and their key...

Brand is the Legendary Made Real

Back when I lived in Minneapolis I had the pleasure of dealing with a media representative for the legendary magazine The New Yorker.  I acquired a taste for it when I was just starting in the ad game in New York. Once, over lunch, he told me the story of how a little...

Copy and the Customer Journey

Bubba, the brand Buddha was pontificating as I slid into my seat. “Tain’t always what you say that matters, It’s what people hear.” “What people believe already can be a big chunk of that,” I agreed. (I’m Jerry Fletcher and I’m the Watson of this unruly crew that...

The Right Answer to the Most Common Question

30 Second Marketing Part 1 “It never fails. You walk into a place, say hello and within minutes you get the question,” I said. “It happens to every consultant, coach and professional, daily.” Chris, our digital marketing director and the youngest member of the lunch...

Prisoner of Expectations

“I was listening as a client spoke about Succession Planning. Somewhere along the way he used the phrase Prisoner of Expectations and my mind went chasing that idea through the myriad of myths people have about all things marketing.” Rick said, You mean like thinking...