Category Archives: Marketing

Looking for the One That is Looking for Me

I have not looked for a job since 1986, when I applied at Kinko’s Service Corporation. Since then, all of my employers and clients have found me. For the last five years, I’ve been freelancing as a writer, photographer, and … Continue reading

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A Strong Brand Name is No Joke, Even When It Is

Last night Jon Stewart referred to Kinko’s on The Daily Show, even though there’s been no such thing as Kinko’s for several years now. Customer (and comedian) references to Kinko’s only reaffirm every Chief Marketing Officer’s secret conviction: customers just … Continue reading

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How Brand Consistency Damages Brands

As a Kinko’s marketing executive, I faced a real quandary upon entering the Los Gatos branch. The coworkers had taken it upon themselves to decorate the store for Fall. There were leaves and pumpkins and colorful maize all over the … Continue reading

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Candor Versus Craft in the Hiring Process

So many workplaces require coworkers to put on masks when they punch the clock, but not Kinko’s. In the 1980s and early 1990s, as long as you brought something to the party, it was “come as you are.” -from E … Continue reading

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You Might Know What You’re Doing, But Do You Know Where You’re Going?

Asked to “market” a product or service, a lot of people immediately brainstorm tactics: “Let’s have a sale! We should hold a workshop! Let’s do some direct mail!” At my marketing workshops, I recommend a more methodical approach. We use … Continue reading

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Surprise! Marketing is NOT about What the Customer Wants!

I bit my tongue when the instructor told our Social Media Marketing class that social media had changed marketing forever, because companies must listen to their customers now. I don’t blame this young woman for believing she is witness to … Continue reading

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