PROFILE

Max Goldberg

President, Max Goldberg & Associates

Max is president of Max Goldberg & Associates (MGA), a consultancy that assists companies from the Fortune 500 to start-ups, formulate branding and business strategies, create marketing plans and build promotional alliances. Clients include: Paramount Pictures, DreamWorks, Walt Disney, Warner Bros., New Line Cinema, MBNA, Music Choice Europe, Mommy & Me, New Line Home Entertainment, Vivendi Universal Interactive, and other companies in North America, Europe and Japan.

Prior to forming MGA, Max was Vice President, Integrated Marketing for Walt Disney Internet Group, where he was responsible for branding DIG, database marketing, media, research, e-commerce enhancements, promotional alliances, loyalty programs, sponsorships affiliate programs and e-commerce strategies.

He moved to Disney Internet Group from Walt Disney Home Entertainment where spent six years as Vice President, Promotions. At WDHE he directed consumer and account specific retail tie-ins for new Walt Disney Company home entertainment releases, as well as the company’s extensive DVD/video library. Additionally, he originated WDHE’s presence on the Internet, creating both its consumer and business-to-business websites.

Prior to joining Disney, he served as Vice President, Corporate Sponsorship and Promotion for Universal Studios Hollywood and Senior Vice President, Sales and Marketing for Ice Capades.

Max began his career in marketing as Regional Marketing Director for Ringling Bros. and Barnum & Bailey Circus and then served as Director of Marketing for The American Freedom Train and Western Manager for the Arbitron Ratings Company.

Max is a past Chairman of the Promotion Marketing Association. He founded PMA’s Star Power Entertainment Marketing Conference and served two terms as chairman of both its Southern California Chapter and Entertainment Council. He chaired PMA’s national marketing conference. He has been honored as Marketing Professional of the Year by The Marketing Agencies Association Worldwide. Max has served on numerous corporate advisory boards and the advisory council of George Washington University’s School of Media and Public Affairs.

He is a wish grantor for the Make-A-Wish Foundation of Los Angeles, a mentor to small businesses and a volunteer in other community service activities.

He and wife, Lisa, live in Los Angeles with their daughter, Hannah and son, Jacob.

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  • Posted on: 01/19/2017

    Target gets creative help from Gen Z in new apparel line

    Collaborative efforts and related feedback are important to designing products for any generation. The question is, can retailers turn that information into products quickly enough before the panelists either change their minds or move on to the next bright, shiny object?
  • Posted on: 01/19/2017

    Will Walmart’s Scan & Go catch on this time around?

    I'm glad to see Walmart experiment and test new ideas, even recycle old ideas. That's the way to grow. By reintroducing Scan & Go, Walmart will at worst gain new technology insights and at best make the shopping experience easier for consumers.
  • Posted on: 01/19/2017

    Will a movie and gourmet food combo drive crowds to the mall?

    Entertainment is important to the mall experience. Yet too many retailers have trouble keeping their stores properly stocked and having knowledgeable, helpful salespeople on hand. It costs money to provide an entertaining environment, and many retailers are operating on tight budgets. Retailers need to strike a balance -- take care of basic store needs and customer expectations and do it in an environment that makes it worthwhile for consumers to venture out, away from their machines.
  • Posted on: 01/18/2017

    Why does Gen Z like brick-and-mortar stores but not malls?

    Generation Z's affinity for brick-and-mortar shopping will wane as they acquire credit cards, but while they are shopping in physical stores malls need to rack up all the sales they can. This can be accomplished by offering experiences that draw in shoppers, making the mall a fun place to shop. Mall operators need to attract fast fashion retailers as tenants. Food courts should provide offerings that appeal to teens and young adults. Making malls fit their lifestyle will attract younger shoppers.
  • Posted on: 01/17/2017

    What’s stalling the virtual reality consumer market?

    VR headsets are too expensive and there is not enough quality content to propel them into the mainstream. They may get there eventually, but it's going to take time.
  • Posted on: 01/16/2017

    Will blending online/offline roles improve the Walmart customer experience?

    Consumers view stores, both online and offline, as being one, why shouldn't retailers do the same? Having two standards, one for e-commerce and another for brick-and-mortar, no longer makes sense. The customer experience should flow seamlessly from one platform to another. Walmart is getting its clock cleaned online by Amazon. It needed to take remedial steps.
  • Posted on: 01/16/2017

    Can AI resolve customer service disputes?

    It's an interesting concept, but will personality-matching AI really help solve customer issues and create a more positive experience? Most negative experiences come from poor training and not enabling first-tier customer service reps to solve customer issues. Management should be required to call their companies' customer service centers to see how issues are handled. AI will not solve these issues. Training and empowerment will.
  • Posted on: 01/13/2017

    Will Alexa become the voice of IoT?

    The IoT is in its nascent stage and Amazon has a sizable early lead in connectivity, but that does not guarantee consumer acceptance or continued Amazon dominance. First, the IoT is easy to hack, making many consumers (including this one) hesitant to bring these items into homes. Second, the number of homes with Alexa devices represent a tiny fraction of all households, leaving the door open for competitors such as Apple and Google. We have a long way to go before widespread adoption and being able to declare the digital assistant winner(s).
  • Posted on: 01/13/2017

    Will its massive jobs announcement change public perceptions of Amazon?

    The job announcement means that Amazon's management expects their phenomenal growth will continue. The company is a leader in innovation. It owns a 31 percent share of e-commerce revenues. And it is always experimenting with new concepts and ideas. Of course Donald Trump will take credit for this development, even if he had nothing to do with it.
  • Posted on: 01/12/2017

    How will Walgreens benefit from its FedEx drop-off/pickup deal?

    The Walgreens/FedEx program should be a success for both companies. FedEx gains a partner with 8,000 locations to accept and securely deliver packages while Walgreens gains an important point of differentiation from its competitors and a reason for potential customers to come into its stores.
  • Posted on: 01/12/2017

    Amazon offers yet more perks for Prime members with a cash-back card

    Amazon keeps making Prime better, rewarding consumers who subscribe to the service. Imagine having 60 million households paying $100 a year for the privilege of shopping at your store. Now they are adding a credit card that gives you 5 percent back for all on-site purchases. Discover is offering the same reward, as well as the ability to apply any Discover cash back balance against Amazon purchases. Will Amazon now uncouple from Discover? I see a number of households signing up for this new card and I see Amazon continuing its seemingly non-stop growth.
  • Posted on: 01/11/2017

    What does giving up alcohol say about Starbucks?

    The beer and wine program did not deliver the desired results, so Starbucks decided to drop the program. Starbucks has always been an innovative leader. I salute the company for its constant willingness to try new concepts, much like Amazon. Only through innovation, which requires constant trial, testing and sometimes error, will companies and industries grow.
  • Posted on: 01/10/2017

    Will 2017 be the year of the chatbot?

    More retailers may employ them, but chatbots will not go mainstream in 2017. Are consumers really going to download a chatbot for every retailer when it's frequently easier to ask a salesperson? Will chatbots have the knowledge that consumer are looking for? Retailers should initially keep chatbots simple: enable them to lead consumers to desired items, provide reviews, display pricing and answer basic product questions. As consumers and retailers become more familiar with bots they can be programmed to do more complex tasks, like order out-of-stock products for home delivery. We are still in the nascent era of bots.
  • Posted on: 01/10/2017

    Do healthy foods have a price perception issue?

    Retailers and marketers are to blame for a good deal of the healthy = expensive equation. Marketers trumpet health benefits, many dubious, on packaging, while retailers have trained consumers to believe that organic = expensive. So as much as consumers have been told to read labels, many either gravitate towards or shy away from more expensive offerings. Individual retailers can use their influence to affect packaging and pricing. They can use their advertising and signage to message consumers. But until there are more uniform standards, consumers will equate higher prices with better-for-you foods.
  • Posted on: 01/06/2017

    What will the sale of Craftsman mean for Sears and Stanley Black & Decker?

    Craftsman is gone. Will DieHard soon follow? Lampert has run Sears Holdings into the ground. Will the last person out the door please shut off the lights?

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