Content Guy's Note: Yes, I know I'm supposed to be on vacation. But while I'm off, I figured I'd file a daily series of FaceTime videos about a variety of off-the-beaten-path subjects that offer business lessons to retailers. I don't want you to forget me, and I don't want you to think I've forgotten you.
There's a new national advertising campaign for Francis Ford Coppola's wines - a first for the company - that strikes me as hitting the wrong notes. I say that despite the fact that I'm a huge fan of Coppola, his movies and the various facets of his food and wine business. But I think that the advertising misstep actually teaches us an important lesson about what customers want from the businesses with which they do business.