Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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This Week's Cartoon

Customer Satisfaction Metrics cartoon

customer satisfaction metrics

Net Promoter Score is the mother of all customer satisfaction metrics.  Created by Bain partner Fred Reichland 16 years ago, NPS is the two-digit number generated by the ubiquitous one-question survey that now seems to trail just about every customer interaction — “How likely are you to recommend this brand to your friends and family?” Ironically, this most popular mechanism… Read More

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Smart Devices and 5G cartoon

Smart Devices and 5G

A French entrepreneur named Nicholas Baldeck pranked CES 2020 last week by debuting the “World’s First Smart Potato” at an actual CES booth.   It’s an antenna that you stick into a potato and connect to your smartphone over Bluetooth.  You can then ask the potato questions like a Magic Eight Ball, tapping into the potato’s “artificial intelligence”.  As he… Read More

Peak Brand Purpose cartoon

peak brand purpose

I was struck by a recent editorial from Russell Parsons on “peak brand purpose”, which he linked to a crisis of confidence in marketing as a discipline. He wrote: “We reached peak brand purpose in 2019 with Gillette’s ‘The Best a Man Can Be’ and Cadbury’s ‘Unity Bar’…   “Marketers have sought to become part of the solution to the… Read More

Misfit Toys cartoon

the island of misfit innovation

I always liked the inventiveness of the flops on the Island of Misfit Toys in the classic 1964 Rudolph animation — a cowboy riding an ostrich, an airplane that can’t fly, a spotted elephant, a train with square wheels.  Every business has their own island of misfits — innovations that failed to make it.  Most companies treat these misfits the… Read More

long live marketing

As we transition to a new decade in marketing, it can seem like everything is up for grabs.  Long-established marketing concepts are continually challenged.  There’s a lot of pressure to throw out the old and jump on to the new. In this cartoon, I cherry-picked just a few things we regularly read may be dead or dying: TV, retail, segmentation,… Read More

Holiday Deal Creep cartoon

holiday deal creep

Black Friday has long shed its American Thanksgiving roots, spreading around the world, spanning more of the calendar, and pulling in more brands and retailers.  Black Friday has morphed into Black November and Cyber Monday has expanded into Cyber Week. As Marshall Cohen of the NPD Group put it: “Black Friday used to be the greatest day in retail all… Read More

Brand Trust cartoon

brand trust

“Customers are in the midst of a trust crisis,” Salesforce CMO Stephanie Buscemi recently observed. Citing a Salesforce study, she said “54% of customers don’t think companies operate with their best interests in mind.” Richard Edelman made a similar observation after the Edelman 2019 Brand Trust Survey published earlier this year: “Eighty-one percent say, ‘Trust in brands is an important… Read More

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About Marketoonist

Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

© 2015 Marketoonist