👓Ted Schachter’s Post

The Marketing Communications Department at the Fashion Institute of Technology is hiring full-time faculty with copywriting experience. You must have a Master's degree. The application link is in the post below. #fulltimefaculty #faculty #advertisingandmarketing #copywriter

Yesterday was my19th first day of class. #professor #professorlife #teaching #marketing #marketingprofessor

The new CEO of Starbucks will not relocate to the company’s corporate office in Seattle. Instead, to conform to the company’s hybrid work rules that require him to be in the office 3 days a week he will “commute” to Seattle by corporate jet. I have no issue with this. But, will the brand’s GenZ consumers care? They wanted Taylor Swift to fly commercial. And, Brian Niccol is no Taylor Swift. It should be interesting to see if it affects the brand’s perception, position, and consumption. #starbucks #privatejet #brandattributes #brandawareness #socialresponsibilty #seg #climatechange

If you are a Fashion Institute of Technology Art History & Museum Professions Major the Westport History Museum is hiring! #museumjobs #arthistory #museumcareers

Definitely worth a read for the perspective it offers.

After you answer the question review your messaging strategy. Are you telling people how amazing you are? Stop doing that. Start telling people that they are amazing and you are there to support them. It is all about them and not at all about you. Make them feel great. #brandstory #branding #marketingcommunications #marketing #brandposition

STOP thinking in terms of brand-building. WHAAAT? Yes! I, said it! A long time ago a marketing guy (or was it an ad agency guy?) came up with the concept of branding. A great concept! And, a very profitable concept. Because now everyone is either promising to build you or your product into a brand. But, they can’t! No one can! Because consumers NOT marketers create brands. < Read that again! What marketers and advertisers create are messages whose mission is to deliver information to a select target audience about a product. If the message is well-crafted, relevant, authentic and expresses a valid point of difference a person may decide to try the said product. This is decision point. And, as most decisions are emotional, your messaging must include an emotion-inducing element. Because if it doesn’t, then you are stuck with the logical part of the consumer. And, you don’t want to be there. Post Purchase - If the product lives up to the messaging and the consumer is satisfied, they may develop a preference for the product over other options. Congratulations, you now have one person who considers your product a brand. To others who do not care, you are not a brand. EXAMPLE iPhones are a brand to those who prefer them. To Android users, they are a name they know but have no interest in. To them Apple is not a brand. And, here is where people will disagree. And they would be wrong! Because the point of a brand is to create brand loyalty and brand preference. That’s where the profits are. Someone who is aware of a name and has zero interest in purchasing it, is meaningless to the company. And, let’s not even get me started on personal branding … that is just ridiculous! #branding #brand #marketing #advertising #consumerbehavior #marketresearch

Catherine Mora is #hiring. Know anyone who might be interested? This is a great opportunity to work with and learn from a great professional like Catherine & make some money doing it. #internship #socialmedia #marketing #marketingjob

THEM: I thought you were a business coach! ME: I am. But that does not mean that I don’t need an unbiased someone who will offer me insights, advice, or a simple “are you sure about that?” My mission is to help all business people make the right marketing decisions because it’s messy and confusing out there! My coach helps me do a better job of helping you. Who is guiding you? #businesscoach #brandbuilding #marketing #digitalmarketing #consulting #askthemarketingprofessor

MUG DESIGN UPDATE! This cool (IMO)and redesigned mug is representative of how I feel about marketing. I am obscessed with all things marketing. That moment of discovery of an insight or data point that you know will transform a purchase into an emotional connection is priceless. This mug will be gifted to you when you attend my next talk. #coffeemug #ilovemarketing #marketing #branding #marketingprofessor #consumerinsights #marketresearch