Cover art for podcast John Malmo Consulting Commentaries

John Malmo Consulting Commentaries

22 EpisodesProduced by Archer MalmoWebsite

Every Monday during Morning Edition on WKNO-FM 91.1, marketing consultant John Malmo grades current business activities based on over 50 years in advertising and marketing.

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#505 - Never Be Incorrect on Purpose

December 16th, 2019


Your grammar usage is well above average. And when you see or hear an ad that includes a mistake in grammar you’re offended. Then you wonder if the writer did it on purpose.

#504 - Just Watch the Customers

December 9th, 2019


For every sale, there was a need. And needs are manifested as customers. If you identify customer needs before your competitors do you’ll make more sales. If you identify customer needs before customers do you’ll make a …

#503 - Make Airport Signs BIGGER

December 2nd, 2019


Having spent most of my life in advertising, it’s only natural for me to have a high regard for advertising. But having worked with hundreds of different client businesses, I have a high regard also for businesses that …

#502 – What’s A CMO

November 25th, 2019


American business spends about a trillion dollars a year on so-called marketing. And so-called chief marketing officers, or CMOs, have the shortest …

#501 - First Maximize Your Niche

November 18th, 2019


Few entrepreneurs think about it this way, but how you define your business determines its potential.

#500 - AI can rob you of your own "I".

November 11th, 2019


After people spend months in a hospital bed, it’s hard for them to walk when they finally get up. Most need at least a so-called walker until they regain their strength and balance. The same thing is true of our brains.

#499 – Are family companies more responsible?

November 4th, 2019


A handful of us were little boys and girls in the ‘Thirties when a Band Aid at home substituted for the emergency room. From Band Aids and dental …

#498 – If you have something to say, just say it

October 28th, 2019


Watching TV the other night I was reminded of the most basic fundamental of advertising. A Good Feet Store commercial was running. And a pudgy, ordinary-looking guy on a blank background just looked into the camera and …

#497 - Out-of-Home Advertising Growing

October 21st, 2019


If you say the right thing to the right people at the right time, advertising will be successful. Saying the right thing depends on how you create …

#496 – No substitute for being smart

October 14th, 2019


Looking back, it’s easy to put a finger on the hardest part of seven decades of employment. Hiring and firing. As for firing, the late Abe Plough’s advice was best. The right day to fire someone is the first day it ever …

#495 – Dictionary Has 840 New Words

October 7th, 2019


Merriam-Webster recently added 840 new words to its online dictionary. It reminded me what dictionaries are for. To allow us to find the definition …

#494 – Let’s All Hug McDonald’s

September 30th, 2019


 Can you imagine how hard it is to show in 30 seconds the passage of several years of a person’s life? 

#493 – Just Give Us a Way to Get an Answer

September 23rd, 2019


Do-it-yourself, as a business concept, appeared shortly after World War II. Doing it yourself grew in category after category because there was a shortage of manpower. Self-service, another iteration of do-it-yourself, …

#492 – Can Customers Read Your Invoice?

September 16th, 2019


You can’t count the number of books written about customer service. And none defines what really is customer service. They all dwell on doing a better job of developing, or delivering the product. Which, of course, is …

#491 – Without Relevance Brands Die

September 9th, 2019


For brands to remain valuable they have to stay relevant.  

#490 – The Mystery That is Fred’s

September 2nd, 2019


You and I have driven by a Fred’s store on our way to buy something at another store that we could have bought at Fred’s. Fred’s what? And that’s the …

#489 - Wells Fargo Stage Lost a Wheel

August 26th, 2019


Nobody builds a brand overnight. Even the most aggressive advertising takes years to build a name that an entire market knows and trusts instantly. And if a brand is ever tarnished, it may take longer to restore, if it …

#488 - Pay More and Get Less

August 19th, 2019


In what year did schools quit teaching comparatives and superlatives as important elements of English? 

#487 - In Memory of Invitation and Nuclear

August 12th, 2019


Here’s an idea. You remember that the last President Bush just couldn’t say nuclear. Whether he knew it was nuclear or not we’ll never know. The fact …

#486 – Identify the ideator.

March 11th, 2019


If ideas are important in your business, you need to track who in the organization comes up with the best ideas.

#485 - Licenses make it cost more

March 4th, 2019


Doctors oughta be licensed. And airline pilots. And School bus drivers. But music therapists?

#484 - There’s great value in design.

January 31st, 2019


There’s great business value in design.

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