Archive | Marketing

Halloween Metrics 2015

For U.S. retailers, Halloween kicks off the end-of-year holiday spending spree (time to panic: it’s only 54 shopping days until Christmas). Even though Halloween didn’t become a commercial holiday until the early 1900’s, it is now the fifth most profitable holiday for US retailers behind Christmas, Mother’s Day, Valentine’s Day, and Easter. Various reports show…

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Happy New Year Wine

The Psychology of Wine Labels

After multiple opportunities to do field research this holiday season, I’ve come to the conclusion most of us choose wine based on brand, rather than taste. Sure, many people have an oenophile friend who knows that a bottle of 1787 Château Lafite with the initials Th.J. etched on it sold for more than $150K. However, most of us…

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Twain on Germany

My philological studies have satisfied me that a gifted person ought to learn English (barring spelling and pronouncing) in thirty hours, French in thirty days, and German in thirty years. – Mark Twain, “That Awful German Language” Twain was likely making a joke but, in my experience, he is directionally accurate. He provides several examples…

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Fun with tenure metrics: 2014 edition

People seem to be obsessed with executive tenure. Executive search firm Spencer Stuart reports the average tenure for a Chief Marketing Officer is now 45 months, based on analysis from the top 100 advertised brands. This is a significant improvement from five years ago, when studies showed that the average CMO tenure was anywhere from…

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