Norman Cohn, ASI’s chairman of the board and interim president, has unceasingly and enthusiastically carried the promotional products message around the world, addressing audiences about the effectiveness of promotional products, the growth and importance of internationalism, and how a reciprocation of ideas, strategies and successes can only strengthen the global promotional products marketplace.

Norman Cohn is famous for making predictions. And while some haven’t come to pass (like the Philadelphia Flyers winning the Stanley Cup), others have proven to be dead-on. Years ago, for example, when American companies in general – and the promotional products industry in particular – were adopting a laissez faire, isolationist view towards foreign business ventures, Cohn assessed the entire landscape and embraced internationalism as a key component to the future of this industry.

Was he right? Absolutely. How right? The increasing volume of education seminars devoted solely to the topic of internationalism and the large numbers of people using buzzwords like “global marketplace” as a badge of business savvy show that to be a moot point.

Philippe Varnier, president of Pollyflame, Europe’s largest supplier, maintains that Cohn’s contributions not only to the American promotional products industry, but to the globalization of the business worldwide, are immense. “Norman is one of the very first persons who identified that the promotional products industry would become global,” he says.

Even now, while many well-versed industry professionals are just beginning to wake up to the massive potential for reciprocity in the international business arena, Cohn continues his long-standing role as an ardent supporter of international/U.S. businesses alliances, a regular attendee at international trade shows and a frequent speaker at worldwide business and trade forums.

Common Ground

It’s the mutual flow of ideas, support and information that’s at the heart of Cohn’s commitment to the concept of internationalism – a universally beneficial tool available to anyone by utilizing the strengths of everyone. “More and more European companies are going to American trade shows to get ideas on products and imprinting methods, and possibly to find a strategic alliance partner,” he says.

In addition to being on the board of the World Affairs Council, Cohn is a long-time and highly respected member of a preeminent business organization throughout the world, the Young President’s Organization (YPO) and YPO International. An active participant, he opened the first chapters of YPO in Japan and Australia, and chaired the first YPO University in Mexico.

Cohn notes that the international marketplace for the advertising specialty industry involves several different concepts. “Large American companies with international activities want to have one source for all promotional products,” he explains. “Therefore, Cyrk, HA-LO and several other large distributors have acquired or are in some kind of strategic alliance with European distributors so that a company like General Motors or General Electric can have a single source worldwide.”

He also points out that some large American distributors and suppliers go to the PSI Show – held in Dusseldorf in January and Paris in September – to get new product ideas. “Though Europe is behind America in imprinting and wearables, it has very unique, different gift products,” Cohn says, adding that some distributors and suppliers go to the Hong Kong Premium Show to find “blanks” to import and have imprinted in America.

Glen Holt, MAS, CIP, president of Certified Marketing Consultants Ltd. and a frequent education facilitator on the topic of the international promotional products marketplace, believes that the designation “International Person of the Year” fits perfectly for what Cohn has accomplished in bringing foreign and U.S. markets together in the last few years. “[Norman’s] con-tribution of time and counsel to international associations and show managers has created the seam that holds the American/Euro expositions together,” he says. “The ASI/PSI educational seminars conducted in January at the PSI Show in Dusseldorf, Germany, were the first ever. We all thank Norman for that.”

Michael Linderman, CAS, president and CEO of promoOrder.com and a regular attendee at international trade shows (which he often covers for The Counselor), says that Cohn has been an exceptional leader on the international front. “His accomplishments in the worldwide business arena and his keen understanding of disparate markets have helped grow not only the promotional products industry domestically, but internationally as well.”

An International Business “Matchmaker”

Cohn has steadfastly carried the promotional products message throughout the world during his many travels to dozens of organizations and companies, developed global trading opportunities and continually promoted partnering, acquisitions and mergers between businesses in the U.S. and abroad, says Marvin Spike, MAS, publisher of The Counselor magazine.

Spike also points out that Cohn has been the industry’s unsung matchmaker, bringing together some of the industry’s most successful international companies and organizations. “No contact that Norman has ever made has come to fruition in anything but a balanced two-way street for our industry,” Spike says. “He has, on more than one occasion, passed up or put the brakes on ASI global marketing concepts, such as ASI Asia, that would have brought him personal financial gain, but might also have threatened the business of many promotional products practitioners at home.”

Mark Soffa, executive vice president and director of international operations for Sweda Co. LLC (asi/90305), believes that Cohn has broken new ground in the global marketplace by being insightful and open-minded enough to see the “big picture.” “With the differences in language, and diversity of products and buying habits, Norman has made a considerable impact bringing together the strengths of the U.S. market – such as technology and distribution – with those of the countries most active in the global promotional products market, like Germany and France with their strengths in design and presentation.”

Strength In Numbers

With technology shrinking the world at such a rapid pace, the strategic alliance between ASI and PSI, formed with the intent of exchanging and disseminating of information and education between Europe, the United States and eventually the Pacific Rim, is a logical partnership in our global marketplace. And while there are an increasing number of American suppliers and distributors who attend the PSI show, Cohn believes the opportunity is one that more U.S. companies should take advantage of.

“It is a great place to see new items – particularly European-style gifts – and see the trends that are happening in Europe. A few suppliers and distributors attend every year – but more should,” he says. “PSI is one of the best run trade shows in our industry, and ASI is proud to have a strategic alliance with them.”

This year’s PSI Show, held in January at the Dusseldorf Exhibition Centre, was the first to include an education program – something directly credited to Cohn’s and ASI’s involvement and commitment to the international association’s membership. The education sessions surpassed all expectations and were considered a great success. Expanded ASI-planned educational offerings are now on the roster for future PSI Shows.

“We greatly admire him for his professionalism and commitment, and we look forward to working with Norman and ASI for many years to come,” says Sabine Geldermann, event director for the PSI Show. She also commented on the vast potential and advantages now available to PSI members because of the synergy between the organizations. “Norman is a wonderful partner; in addition to bringing education sessions to the PSI Show, we look forward to offering ASI’s new media services and Internet capabilities to our members because that is an area where Europe is behind the U.S.”

In an additional venture spearheaded by Cohn, PSI and ASI have established a joint global numbering system for their 25,000 combined members worldwide. Global members will still use their current ASI or PSI numbers, but will gain access to various ASI and PSI products and services. Geldermann says it’s through ASI’s exchange of technological advancements that she feels PSI’s membership will benefit the most and where Cohn’s influence will be the most noticeable.

The Time Is Now

Cohn maintains there are certain business ideas and practices that transcend cultural lines and close geographic gaps – especially with the advent of the Internet revolution and the explosion of e-commerce. “Most Europeans believe that Americans are mostly national- orientated – except one personality: Norman Cohn,” sums up PSI founder Walter Jung. “It is always a pleasure talking to him, discussing matters of our industry. On a global basis, only a few people in the world have such know-how and experience.”

Michele Bell is the senior editor of The Counselor.