Posts Tagged ‘authenticity’
The Good Marketer’s Dilemma
People (including you and me) often convince themselves that they make logical decisions about what to buy based on things like quality and price. If this were true, then there would be no need for businesses to invest in packaging, design or user experience. Packaging, design and copy tell a story that reinforces a worldview—enabling…
Read MoreHow Our Actions And Results Align
If we want attention, we must deliver value. If we want to be innovative, we must practice empathy. If we want loyalty, we must give respect. If we want to be believed, we must earn trust. If we want rewards, we must embrace risks. If we want to matter, we must create meaning. We not…
Read MoreThe Potential Downside Of Maximizing
There’s a great cafe in East Melbourne where you can order half a sandwich. This addition to the menu seems trivial, but it tells us a lot about the values of the cafe owner. He knows that a peckish diner will order the whole sandwich and leave what she doesn’t want. Of course, this would…
Read MoreMaking Your Mark
Making a mark is not something we talk openly about that much, but it’s something we think about a hell of a lot. From the grandmother who hands down her legendary Christmas pudding recipe, to my Uber driver who, despite having held a managerial position with a big retailer for sixteen years, ‘wants to build…
Read MoreThe Path To Business Growth
Sal was already sweating as she blustered into the gym on Monday morning. She sat down heavily on the bench in the changing room. The things she had hastily stuffed into her gym bag tumbled out as soon as she unzipped it. Sal stopped for a second, realising she hadn’t replaced the three-day-old sweat towel…
Read MoreThe Genuine Article
When I was a child growing up in Dublin the biggest compliment you could pay someone was to say they were ‘the genuine article’. Sincerity was something to aspire to, and we witnessed it daily in people’s actions and words. In our carefully curated, photoshopped and filtered world, we are more drawn to the genuine…
Read MoreHow To Tell A Brand Story Customers Believe In
It was a slow Wednesday morning, and the smell of freshly baked croissants wafted from the new French bakery. The store was almost empty, as were the display cabinets that should have been teeming with tempting pastries at this hour. The rock music blared. The bakery assistant who wore yesterday’s apron and a half-hearted smile,…
Read MoreLucky To Have You
The customers at Estabar are lucky to have Bec and her team creating a welcoming space where they serve the best food, gelato and coffee in Newcastle with love and care. Why are your customers lucky to have you? You probably haven’t asked yourself this question in a while. This is your invitation to do…
Read MoreWhy We Need Brand Stories
Anthropologists tell us story is the universal language that has quite literally ensured the survival of the human race. Our Neanderthal ancestors told stories to pass on information that would keep the tribe safe—tales of misadventure and survival about what to fear or to embrace. We tell stories to inform and connect, to inspire and…
Read MoreIt’s Not B2B, It’s Personal
One of the most confusing distinctions we’ve created in the business world is that between the business to customer (B2C) and business to business (B2B) consumer. It’s argued that because these two groups of customers are working towards different outcomes—efficiency vs. entertainment, expertise vs. enjoyment, that they also have different motivations. The B2B consumer is…
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