Smart Differentiation Powers Wholesale Fish Purveyor

You wouldn’t expect to hear “differentiation” and “wholesale fish” in the same sentence.

Until now.

Credit: Red's Best.

Credit: Red’s Best.

Boston entrepreneur Jared Auerbach created a company that brands wholesale fish under the Red’s Best name. He’s combined brand management, technology, a keen understanding of end users and storytelling to craft his go-to-market business strategy: Continue reading

Topps Hits Marketing Home Run with New 24-Hour Baseball Cards

This is how to keep a 65-year-old brand fresh and relevant!

Topps, which offered its first baseball cards in 1951, has launched a new card series catering to today’s always on, Internet-connected fans.

TOPPS NOW is a limited edition, 24-hour-only series of baseball cards that’s been available since opening day 2016. New cards are offered for sale based on actual, daily performance.

Credit: Topps.

Credit: Topps.

According to the company:

“The physical cards will be available the very next day to purchase through Topps.com, but for just 24 hours, and will not be available for purchase again.”

“Magical moments will be captured on baseball cards the very next day, giving fans everywhere a chance to own a piece of history almost immediately,” added Clay Luraschi, Topps’ Vice President of Product Development.


This new baseball card product range is a terrific marketing idea. Continue reading

Texas Bus Company Caters to Fed-Up Air Travelers

You might think the bus transportation business – and bus operator marketing – are boring.

That’s the wrong answer in Texas, where a new company offers a unique transportation option to fed-up Lone Star State travelers.

Credit: Vonlane.

Credit: Vonlane.

Vonlane puts a smart-differentiation twist on the old-fashioned bus ride.  It’s a reminder that when you think like an end-user, you may find a path toward commercially successful differentiation.

Vonlane demonstrates, at least sometimes, that what appears to be a commodity product or service doesn’t have to be the same as everyone else. Continue reading

“Internet of Everything” Chief Talks Digital Disruption Implications at IWNY

Challenge what you believe to be true every day.

Joseph M. Bradley – IoE Evangelist and Vice President IoE Practice, Cisco Consulting Services – May 20, 2015

I didn’t know what to expect from Internet Week New York, the annual celebration of technology’s impact on business and culture held last week.

It was cool to hear from the well-known — like Chelsea Clinton and New York City’s Police Commissioner William Bratton  —  and to learn from new people like Cisco’s Joseph Bradley.

Joseph M. Bradley - VP, IoE Practice, Cisco Consulting Services. Photo credit: Cisco.

Joseph M. Bradley – VP, IoE Practice, Cisco Consulting Services. Photo credit: Cisco.

Bradley was in New York to talk about the Internet of Everything (IoE) and to encourage the leveraging of “dark assets.”  The word “evangelist” isn’t in his title by accident.

Bradley is a dynamic speaker and presenter.  He commands the stage, engages with stories, and comes across as someone who knows what he’s talking about. That’s a rare combination.

What stood out for me were Bradley’s “Top 5 Implications of Digital Disruption:”

  1. Innovation is more than ideation. Invention + Execution = Innovation.
  2. Context is king.
  3. If it doesn’t work on mobile, it doesn’t work.
  4. Real-time is too late.
  5. Data is everywhere but insights are scarce.

These five points have broader, day-to-day meaning for marketing and business professionals.

Continue reading

NJ Hospital Improves Patient Experience with Free E-Cards

This is a special video podcast edition of Marketing World Today.

Saint Barnabas Medical Center in New Jersey prints and delivers free, same-day e-cards to patients.  It’s a small, patient experience touch-point that can make a big difference.

(Note: WordPress has disabled video play in emails, so please watch this video directly on my site.)

Harvey Chimoff is a marketing and business team leader who drives performance in consumer products and manufacturing companies.