Columnists George Prout

George Prout

Applied Marketing 101: Millennials, co-creation, and the end of bridal as we know it

The extent to which Millennial consumers are behaviorally different from all preceding generations has been sufficiently dissected, measured, observed, and described elsewhere so I’ll refrain from doing so here. I’ll start instead by assuming that you accept the notion that Millennials are, in fact, ‘different,’ that these differences are well understood, and among the differences are behaviors rooted in a strong sense of narcissism and entitlement, as well as a need to participate in the design and creation of their personal possessions. As just one example of this predisposition in purchasing behavior, consider the fact that a dozen years ago, Millennial female sixth graders all had to own an iPod, but then insisted on having an iPod case that was their own special color, with a surface that was their own special texture (confirming a strong predisposition to “co-create” the things that they purchase).

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Applied Marketing 101: Armageddon

The Serengeti ecosystem resides in a geographical region in northern Tanzania, extending to southwestern Kenya, and spanning some 12,000 square miles. In a repetitive sce...

Applied Marketing 101: 8 key jewelry trends for Christmas 2014

Applied Marketing 101: 8 key jewelry trends for Christmas 2014

One of the most enjoyable aspects of my job is doing the appropriate research and building a solid intellectual framework for developing insights into what will be hot fo...

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Applied Marketing 101: Understanding the implications of the Signet acquisition of Zales

One of my favorite movies is 1984’s “The Terminator,” the tale of a cyborg assassin sent back in time to kill Sarah Connor, mother of the as yet unborn leader of th...

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Applied Marketing 101: It’s time to start actually selling on the Internet (Part 1)

I accept as axiomatic the premise that rapid change is typically easy to detect, whereas incremental change may be far more difficult to recognize. We can confirm the val...

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Applied Marketing 101: The incipient attack of the yellow, green and purple diamonds

There is a fundamental marketing concept called “Share of Voice,” which can be defined as follows: the ratio of the portion of advertising activities for one company ...

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Applied Marketing 101: Quod Erat Demonstandum

Among the many contributions of ancient Greek philosophers at the dawn of civilization, surely the field of “Logic” belongs near the top of the list. Logic wasn’t j...

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Applied Marketing 101: December 2013 forecast

As I write this, I have just finished a turn at the helm of my sister’s Hylas 46, an offshore sailing vessel she and my brother-in-law recently commissioned in order to...

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Applied Marketing 101: The extraordinary power of Gift-with-Purchase offers

As I write this, I’m flying east from LAX after an exceptionally successful Leading Jewelers Guild trade show, en route to the RJO Show in Cincinnati. We added over for...

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