Monthly Archives: July 2010

Vaughan Gordon

Jaguar vs Porsche…a lesson in customer service

By Vaughan Gordon

Jaguar vs Porsche...a lesson in customer serviceI was having lunch with Simon, an old forty-something colleague of mine from my aerospace days, who told me the most appalling (yet, not wholly surprising) true story about the way he had been treated whilst trying to buy a new car. Let me explain…


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Vaughan Gordon

Marketing lessons from Dragons’ Den

By Vaughan Gordon

My marketing media spot this week was in the first of the latest series of Dragons’ Den. As a mum myself, I was bound to sympathise with Kirsty Henshaw, who filled up with tears at the thought of her four year old son during the panel questions after her impressive pitch. Don’t worry I’m not about to get all touchy-feely on this one. But even Theo Paphitis could see her sheer drive and passion a) for making a better life for her and her son and b) in her utmost belief in her self-made product.

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Vaughan Gordon

Is Apple taking its customers for granted?

By Vaughan Gordon

I must admit that I am a big Apple fan.

Several years ago, I remember my wife asking me what I wanted for Christmas. Typically, I hadn’t a clue, so she bought me an i-Pod. Whilst I was chuffed, the thing that instantly got my attention was the way it was presented. Just opening the box was an event: the design, the clever space-saving placement of the accessories, the i-Pod itself…it was all so clever.

But I wasn’t quite hooked.

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Vaughan Gordon

Mary Portas…Marketing Queen

By Vaughan Gordon

Did you see Mary Queen of Shops this week..?

The struggling business this time was John Peers Salon in Rotherham. Mary Portas soon identified the failings of John Peers, the British Hairdresser of the Year winner back in the 80s. He quite simply needed to listen. ‘Really is that all?’ you may say. Well, yes – she taught him a valuable lesson: to take the time to listen to what his clients actually wanted.
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