David Polinchock

If You Just Started Talking About Being Customer Centric...

This post started when I saw a tweet about this article on Econsultancy on being customer centric and how important it is for companies today. I thought that article was well done, so my issue is not with their content or the position it takes. 

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You Need To Captivate, Not Capture, Your Audience

(NOTE: I originally wrote this article in 2005 and was reminded of it this morning while surfing the net and dealing with autoplay videos. One more way that we try to capture, not captivate, the audience. And worse, they usually make them very hard to stop or turn off the sound. That little 'x' is so hard to tap, that you end up opening the brand website and I'll put money on the fact that their agency calls it a win. 

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Radio Shack Should've Gone DIY

So, it looks like Radio Shack filed for bankruptcy, which had been expected for some time now. It's a shame to see a company that's been around for so long close after almost 100 years, but they sadly brought it on themselves.

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What Real Time Marketing Should Really Be

Back in 2009, I wrote a piece about failing to communicate and how an abundance of information creates a scarcity of information. I wrote back then:

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10 Years Ago...

10 years ago this week, I started blogging for the first time. A lot has changed over those years (my daughter is now 13!), but somet hings haven't changed. Some, not all, of the things I discussed a great deal in those, is still relevant today. Like:

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The Real Privacy Issue?

While there are certainly things that have changed since I first wrote this piece in 2001, there's a lot of underlying issues that I think still hold true. People want value from their data. Value for them. When companies do that, both the consumer and the company wins.

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No Muzak Here

I was teaching a class for FIT earlier this week and talking about retail experiences. I brought up a slide of an Apple store and mentioned how there is no background music at the Apple stores that I visit and how that goes against the grain of retail pundits who spend great effort building play lists that encourage people to shop and buy. 

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The Woodward Report Interview on Retail

I did this interview last year in Denmark while I was there for NEXT and thought that I would share it. We covered a lot of ground, including retail trends; what's working in retail and what the future of retail might be. Probably the first time I spoke about the role of history and legacy in creating retail experiences, something I still continue to formulate. Have a watch and let me know what you think.

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Friday Quote - Samuel Johnson

I've been using this quote for probably 10 years, because it's an excellent way to reframe our conversations about advertising today. We like to think that our "advertising everywhere" world is a new phenomenon, but it really isn't. In fact, it's a great example of what I say often -- "Those that don't know history are destined to think everything is new."

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Are All Your Employees Brand Ambassadors?

A few years ago, I was doing an interview for a new book about experiential marketing and I was asked about the importance of brand ambassadors. My response was that while they were certainly very important when you were doing marketing events, the truth is that there shouldn't be a select group of brand ambassadors. Every employee that you hire should be a brand ambassador. I've written about the importance of retail in the past:

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