Norman U. Cohn, business entrepreneur and advertising specialties innovator, has died at 93
He told The Inquirer in 2016 that advertising specialty items, such as logoed key chains and T-shirts, were better investments that TV and radio ad buys “because people keep them.”
Norman U. Cohn, 93, formerly of Philadelphia, business entrepreneur, innovative chair emeritus of the Advertising Specialty Institute, civic leader, philanthropist, international gourmet foodie, celebrated gala host, and Air National Guard veteran, died Friday, April 24, of age-associated decline at his home in Naples, Fla.
A natural-born entrepreneur in a family of innovators, Mr. Cohn started his first company, Santa Claus Industries, when he was still in high school. He initially sold food items to local merchants as promotional giveaways, went on to own dozens of other companies, and, with his wife, Suzanne, became a prominent figure in Philadelphia business, civic, and social scenes.
“He has a zest for life and loves to celebrate,” colleague Jonathan Isaacson told ASI’s Counselor magazine when Mr. Cohn won its lifetime achievement award in 2023. “He’s someone who gets things done.”
Mr. Cohn came to Philadelphia from Iowa in the 1960s when he and his business owner father, Maurice, acquired the Advertising Specialty Institute. He became chair of the ASI board in 1967 and grew the firm, now based in Trevose, Bucks County, into a promotional products powerhouse by deftly connecting manufacturers, printers, and distributors of logo-adorned pens, mugs, and other gift bag collectibles to buyers such as companies, schools, teams, and others in more than 60 countries.
“His legacy will not simply be remembered here,” Ashish Mittal, chief executive officer at ASI, said. “It will be the foundation on which everything we do is built.”
Mr. Cohn created full-color catalogs and embraced cutting-edge computer technology over the years to manage his businesses, and organized popular trade shows for ASI members. He told The Inquirer in 2016 that advertising specialty items, such as logoed key chains and T-shirts, were better investments than TV and radio ad buys “because people keep them.” In 2012, The Wall Street Journal dubbed him the “sultan of swag.”
“We are truly grateful for his contributions to the promotional products industry and the lasting impact he made through his work and leadership,” officials at Bistaruba Advertising NV said in a Facebook tribute.
Mr. Cohn also had a knack for rescuing failing companies, and The Inquirer detailed his turnaround success in a 1991 story under the headline: “Dragging firms a foot from grave to robust health.” He said then: “Our strength comes from knowing what we can’t do. People start believing their own press clippings. Pretty soon they believe they can walk on water, and they drown.”
He met Suzanne Dubiecki in an airport in Athens, Greece, and they married in 1965, and became one of the region’s most active power couples. They chaired charitable committees, supported all kinds of nonprofit organizations, and, as generous international gourmet foodies, hosted dozens of lavish dinner parties, fundraising galas, and other events at their homes in Radnor, Center City, and Naples.
Their guest list over the years included President Gerald Ford, former first lady Jacqueline Kennedy Onassis, actor Cicely Tyson, and musician Miles Davis. They hosted Supreme Court justices, congressional leaders, governors, and industrialists. A party guest told The Inquirer in 1983: “The finest dinner I have ever eaten was at Norman and Suzanne Cohn’s.”
In 1960, Mr. Cohn became the youngest member of the Young Presidents’ Organization. In 2025, he earned its Legend Award for a lifetime of leadership and service.
He was appointed to the Bicentennial Council of the Thirteen Original States by President Ford in the 1970s and served in leadership roles for the National Liberty Museum, the Philadelphia Museum of Art, the White House Historical Association, and other groups.
He supported Jewish life and education programs, medical research into Type 1 diabetes and other ailments, and initiatives of all kinds. Friends and colleagues called him “a legend and icon” and “a visionary and innovator” in online tributes.
One colleague said: “Norman’s legacy reminds us what is possible when we lead with authenticity, generosity, and courage.” His family said he often concluded his public remarks by saying: “Hug your family. God bless America. The best is yet to come.”
Norman Unger Cohn was born Jan. 2, 1933, in Waterloo, Iowa. The oldest of three brothers and a sister, he was active with the American Legion’s student government programs in high school and met President Harry S. Truman at the White House.
He earned two bachelor’s degrees in English in 1957 at what is now the University of Northern Iowa. After college, he spent six months of active duty and six years overall in the Air National Guard.
Mr. Cohn and his wife, devoted to one another without pause for 61 years, had daughters Stephanie, Kimberli, and Debra, and sons Matthew and Jonathan. The family traveled the world together, and he followed the Eagles, loved hot dogs, and enjoyed James Bond movies and fireworks.
He devoured books and newspapers daily, and was known to send clippings of his favorite articles to family and friends. “He made everything more fun,” said his daughter Stephanie. His daughter Debra said: “Everyone who met him was the better for it.”
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His daughter Kimberli said: “To know him made me a better person.” His son Jonathan said: “He gave my life a sense of meaning and purpose.”
His son Matthew said: “Every day was a master class in integrity and leadership. He had a rare gift for making everyone feel seen.”
His wife said: “I was the dreamer. He was my dream maker, and I will miss him until the end of time.”
In addition to his wife and children, Mr. Cohn is survived by 11 grandchildren and other relatives. His sister and brothers died earlier.
Services were held Tuesday.
Donations in his name may be made to Breakthrough T1D, Box 5021, Hagerstown, Md. 21741; The National Constitution Center, 525 Arch St., Philadelphia, Pa. 19106; and the Weitzman National Museum of American Jewish History, 101 S. Independence Mall East, Philadelphia, Pa. 19106.
