Posts Tagged ‘authenticity’
Two Ways To Market
Which marketing is more effective? “Let me tell you about our best ever chocolate cake. All of the ingredients are sourced locally. The butter is hand churned from the milk of Brown Swiss cows and the eggs were freshly laid this morning. We use fair trade organic cacao and the finest quality Belgian dark chocolate.…
Read MoreQuestioning The Questions—The Truth About Your Data
You’ve probably been on one of those calls to a service provider where having pressed, one, then two, then one again and being on hold for fifteen minutes you finally get to speak to a human being. Sadly, the undervalued team member at the call centre is charged with doing his best to troubleshoot his…
Read MoreYour Best Offer Advantage
While working on my next book I was considering commissioning some independent research. Following a Skype conversation with a representative from a global research firm, where the investment seemed way outside my budget I received “some great news for in the form of a quote!” The consultant had spoken to a colleague and had called…
Read MoreThe Characteristics Of Beloved Brands
Earlier this week Bob Lefsetz wrote the following line in a post about Elon Musk; “We know greatness when we see it, we clamor for it. We want to get closer to it.” We also want to emulate it—to understand the qualities and characteristics that elevate certain leaders, businesses and brands above the rest. Analyse…
Read MoreThe Power Of What We Measure
It’s easier than ever before to create a set of metrics by which to monitor our progress and measure our success. Click-through rates, subscriber numbers, impressions and customer lifetime value are useful data points. What if we measured our success by the results we delivered for our customers? Not what the customer did for us,…
Read MoreThe Gap Between Saying And Doing
You will have seen this image of a goldfish making a courageous leap from his bowl on countless websites. It’s meant to convey a message about a company that’s not afraid to challenge the status quo, of course it’s now so ubiquitous, it does exactly the opposite. Nobody in the marketing department got fired for…
Read MoreWhat Your Competitors Can’t Copy
Back in the day our neighbour had to buy her gluten-free products from a tiny and very expensive range of products at the local pharmacy. If you wanted organic products you trekked across town to a speciality store. Not so today. As demand drives supply, competitors enter new markets and what was once a tiny…
Read MoreMaking Things People Want
We are buying fewer pairs of jeans and more yoga pants, eating less gluten and more coconut oil. Trends are not simply a shift in behaviour, they are a sign of a change in the story we want to believe about ourselves. When you develop a product, service or platform it’s not enough to consider…
Read MoreNothing And Everything
“Have you got far to go with those?” the assistant asked, while looking me squarely in the eye, as he was deciding how best to pack my groceries. It was the tiniest gesture, nothing much, and yet it was enough to stop me in my tracks, because it’s not what we’ve come to expect. Nobody…
Read MoreThe Business You’d Want To Visit
Matthew Weiner, the creator of the wildly successful TV series Mad Men carried that script around with him for four years, shopping the idea to whoever would listen. During that time people asked him if he was aware of how uncommercial his idea was before they rejected it. The reason the folks at AMC agreed…
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