February 1, 2018

Halep & Adidas: a case study for marketing

The Romanian tennis professional Simona Halep was the No. 1 player on the WTA Tour as she entered the Australian Open in January 2018. The news is that the 26-year-old doesn’t have a clothing sponsor for 2018. And it is a fact that top tennis players get millions of dollars worth of sponsorship contracts which […]

July 28, 2016

Picasso’s remuneration

My clients sometimes ask me: “Can’t we have your consultancy at a cheaper rate?” “Sure” I answer, “But first you have to tell me which part of my business life you do not need!” To explain my question I tell them the anecdote about Picasso: “Picasso was sitting in a café when an admirer approached […]

July 14, 2016

The last second basket

Assume you are watching a basketball game. Team A is losing 78 to 76 and it is the last 2 seconds in the game. At that point one player of team A, seeing the clock ticking its last seconds, throws the ball in the direction of team B’s basket. And it goes in as a […]

June 16, 2016

Compatibility test for $199

On 26 May 2016 Meghan Nesmith in theguardian.com reported about a startup in the online dating service sector, Instant Chemistry, a company built on the premise that your DNA could help you to figure out whom to love. Instant Chemistry works like so: you and your partner sign up to receive a “relationship kit” containing […]

June 2, 2016

Tears for “Joy”

Beethoven premiered his Ninth Symphony on May 7, 1824 at the Kaerntnertortheater in Vienna. The most unique feature of “The Ninth” was the chorus and vocal soloists in the final movement. His “Ode to Joy” based on Friedrich Schiller’s poem has become one of the most recognized melodies. Although his deafness did not allow him […]

May 19, 2016

Say something

Christina Aguilera sings in her song Say Something: Say something, I’m giving up on you I’ll be the one, if you want me to It might be your social relationship or the business one, your friend or your company. They might stop talking to you. Then you might feel lonely and left out. And it […]

May 5, 2016

Hotel California

I assume most of you know this song by The Eagles. The ballad is about a man who stops at a hotel for the night: it’s the Hotel California. A mysterious woman greets him at the door. The woman is rich and fun loving, and her friends are beautiful. But at some point our guest […]

April 7, 2016

Bureaucratic barriers to marketing

I was invited as a speaker to talk about blogging and social media at the annual meeting of a worldwide operating company, active in its field for more than 30 years. People working on the local marketing side of the business were also attending the event. The company was spending big sums on its marketing […]

March 10, 2016

Law of Similarity

vocabulary.com describes Law of Similarity as “a Gestalt principle of organization holding that (other things being equal) parts of a stimulus field that are similar to each other tend to be perceived as belonging together as a unit.” In other words: if it looks like a duck, swims like a duck, and quacks like a […]

February 11, 2016

To retire or not to retire

From an article published in guardian.com: – Ivan Roitt, 87, is emeritus professor at Middlesex University’s Centre for Investigative and Diagnostic Oncology. – Jean Miller, 92, is cloakroom attendant at the Vidal Sassoon hair salon on Princes Square, Glasgow. – Tom Swan is 79 and runs Swan’s Sweet Shop in Renton, West Dunbartonshire. – Evdokia […]