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David Biernbaum

Senior Marketing and Business Development Consultant
David Biernbaum Associates LLC

The idea of the "Buy" button and the notion of integrating e-commerce into Facebook will create another small firestorm of whining, complaining and paranoia, but when it's all said and done it will be enormously successful. The button will make Facebook a giant in e-commerce because Facebook is where...

Barbie, and many of Marvel's superhero characters, are known in the licensing industry as "evergreens." They last forever, in all seasons, and appeal to all generations. That said, time will tell if grown ups will wear the licensed merchandise, but I think it's worthwhile to give that an honest...

Chasing fads is almost always a bad idea, unless you and your products get in at the very beginning, do it right, and know that you are in it for the short-term. If you go this path, you need to plan accordingly for short-term gain and a profitable exit...

The answer depends on the reasons for the job-hopping. We don't live in the 1950s anymore where job-hopping is necessarily a "negative." In this day and age, many employees and managers lose jobs for reasons that were not their fault. In addition, people change jobs for any number of...

If mirrors and spy cameras are visible on, or near, the self-check machines, this will help to cut down on theft. It also helps when there is at least one employee stationed in the area. This helps not only to cut down on flagrant stealing but also it makes...

Having worked with, and around, several big corporations myself, I'm not surprised by anything said or written here by the anonymous poster nor the CMO. That said, it would be helpful to know how close to the top and what type of view of the top is had by...

These are all good tips. However, I find that generally speaking, the normal approach to SKU rationalization tries to be so rational that it becomes irrational. When retailers follow the usual SKU rationalization guidance the result is that all retailers look exactly the same with very few shelf points of...

Signature smells are a very smart marketing strategy that should be used by retailers, particularly chain drug, cosmetic companies, and department stores. There was a time when every Walgreens store had a signature smell and customers loved it. Retail chains also need to get back to having signature colors...

Unfortunately, every issue in our country these days is partisan, extreme, and full of blame. The truth is, neither the Democrats nor the Republicans are completely at fault for what has happened to the middle class. The truth is, long before Obama, Bush, Clinton, Bush, or Reagan, and for...

CEO Howard Schultz continues to have more foresight while continuing to keep Starbucks a step ahead of all the competition, and for that matter, most other retailers and other types of businesses. The new Starbucks app is light years ahead with its conveniences and user-friendliness, and that's why it's...

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