The Marketing Doctor

John Tantillo Ph.D. is a marketing and branding expert, who has a doctorate in applied research psychology and president of the Marketing And Branding Group, Inc., who markets his own services as The Marketing Doctor. Find out how The Marketing Doctor can help you!
Known widely as the "Marketing Doctor," Tantillo, an applied research psychologist with decades of experience as a marketing executive, brings a refined, incisive, often contrarian sensibility to seemingly intractable problems. As a media personality, Dr. Tantillo is the go-to expert for the BBC, Fox, MSNBC, ABC and many others on a wide-range of brands. As a consultant, Dr. Tantillo is often tapped to deliver valuable analysis and authoritative direction when a company has serious questions about the value of its marketing strategy and even its corporate identity.

Dr. Tantillo would like to share his Cavuto Fox Business Network special appearance, which addresses his 2011 Brand Winners and Losers, with his friends. View it here.
John Tantillo's Brand Winner and Loser of The Week Spirit Airlines & Yahoo (CEO) Folks, the worst thing a brand can do is refuse to apologize. Your Target Market will forgive many things but a persistent inability or unwillingness to say sorry can be fatal to a brand. Spirit Airline’s CEO, Ben Baldanza, was reminded of this after a week of refusing to apologize and refund money to a dying Vietnam War vet. Why is he the winner? Because after a week, Baldanza did the right thing and not only that he apologized robustly – no half-hearted sorry for the Spirit CEO. His statement didn’t pull any punches: "Sometimes we make mistakes. In my statements regarding Mr. Meekin’ request for a refund, I failed to explain why our policy on refunds makes Spirit Airlines the only affordable choice for so many travelers, and I did not demonstrate the respect or the compassion that I should have, given his medical condition and his service to our country." Posted by The Marketing Doctor 5-9-2012 7:17AM ET	Hosted by The Marketing Doctor. Learn how BrandTalk can help you find a job, consider your relationships or enrich your life! Sign up to have BrandTalk news and advice emailed to you! eMail Is Your Brand Working For You? Consider that People Buy Brands, Not Companies! Learn the secrets behind making the difference in your brand! Get the book on Amazon.com! Paperback \| Kindle eBook