Monaco

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

My colleague and client, Bob Doscher, loves FSIs. "When a Valassis FSI ('shared mail') goes out, CEOs of love it!" Doscher once said to me. "When these cents-off coupons are delivered, he can look out the window and see the trucks full of his products leaving the warehouse to stock supermarket shelves." FSIs are generally for down-market products and cashed in by those who love savings.

This is the era of bad-ass bankers and banks "too big to fail." For example: In 2013, eight international banks were fined $2.3 billion in a global LIBOR-rigging scandal. In 2014, Wall Street banks and their foreign competitors were assessed fines of $100 billion as settlements in the financial crisis of 2008. Among them: JPMorgan Chase, Bank of America, Citigroup, Wells Fargo, Morgan Stanley and Goldman Sachs. This is roughly the entire GDP of Monaco.

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