brand awareness
253 posts
Marketing Advice
We’re on our way to buy that forgotten pint of milk late one weekday evening when we spot a brand new restaurant. So, we stop to take a look at the menu in the window. Inside the place is deserted, apart from two smiling waitresses, stationed behind the double glass doors and one anxious owner…
Message Received
How much time will you spend today trying to persuade the people you hope to serve? How much effort will you devote to understanding how your message was received? Your job is to do more than to ask for feedback—it’s to test for resonance. You must pay attention to both what your customers say and…
If You Want To Be Noticed, Start Noticing
We’re always looking for ways to get our customers to notice us. We spend time thinking about what new marketing channels we could explore. We work on strategies to get us more exposure. We test tactics that might improve our reach. What would happen if we shifted some of our energy to noticing our
Thank You For Your Work
We can be more grateful customers and build the kind of organisations that create them on purpose.
Your Company Needs A Strong Strategic Narrative
A strong strategic narrative enables us to prioritise the opportunities, plans and behaviours that align our vision and values with our customer’s unmet needs.
The Power Of Brand Energy
Brand energy builds brand equity.
Bolder, Braver, Better Marketing
Is your marketing mindset limiting your ability to connect with and serve your customers better?
Fabled Or Found?
Every week, my favourite bookstore restocks the shelves at the front of the store with new releases. And every time I go there, I think the same thing. What are the chances of any book—no matter how good, being found here? The truth is, the books that sell are the ones that people come into…
Prices Are Stories
Just because someone has the money to pay what you’re charging doesn’t mean they’re your ideal customer.
Without You
If I were to ask you to explain your company’s ‘value proposition’ you’d probably hesitate. But if I asked you what your customer would miss if your work didn’t exist, you’d likely have some thoughtful answers about why she needs what you make, serve or sell. Sometimes the language and frames we use
The Two Rules Of Good Marketing
The best marketing does two things: 1. It empowers people to make decisions now that they won’t regret later. 2. It helps people to do the things they want to do. If you’re helping the people you serve to do both of these things, you can proudly say you’re a good marketer. Image by Eric…
Build A Trust Engine
In the golden age of the advertising businesses of all sizes relied on ads to promote and sell their products. Giant corporations reached us via TV and whole page newspaper ads. Small businesses got our attention by placing small ads in the local newspaper. In the past advertising allowed average pr
What’s At Stake For Your Customer?
We often use customer insights to inform product and service development. Throughout the process, our goal is always to empathise with the customer. But sometimes the language we use stops us from achieving that goal. For example, it’s harder to imagine a particular person with a problem by making a
The Power Of Assumptions
It was standing room only on the 109 tram, as it always is at five o’ clock on a Monday evening. As more passengers boarded the crowded carriage, a man holding a briefcase got up from his seat to let the woman standing in the aisle next to him sit down. She declined. He persisted.…
How Much Information Is Enough?
When do we know it’s safe to cross the road? How much information do we need about how far away that truck is and how fast it’s going to decide whether to step off the pavement? How much information does your customer need before deciding she trusts you? As people who sell things or ideas,…
Fact Or Fiction?
The bookstore in Albert Park had just opened when Thomas, dressed as Batman, and his mum walked in. They headed straight to the children’s section at the back. They were shopping for a present for Ben, who was having a superhero birthday party that afternoon. ‘Let’s get Ben this book about Brazil. T
Tell Me About Your Company
If you were asked to describe a friend in three words you’d have no problem. Maybe you’d say he was fun or kind, perhaps you see him as loyal or generous. But if I asked you to tell me about your company’s attributes or brand’s characteristics you’d probably struggle. We invest a lot of time…
Pitch Perfect
The two falafel makers at the weekend market sell an almost identical product but achieve very different levels of success. The marketing tactics they use are similar. Make eye contact with potential customers, offer them a small sample to try and use the time they’re chewing to launch into your sal
The Brand Awareness Conundrum
Every few months another new restaurant on Bourke Street closes its doors for the last time. Sometimes it’s like watching a car crash happening in slow motion right in front of your eyes. The events leading up to the closure follow a familiar pattern. There’s the launch day fanfare, accompanied by b
Do You Have A Customer Awareness Strategy?
The Friday evening tram was jam-packed with commuters, our bodies so closely pressed together you could feel the heat from the passenger standing next to you. As the tram made its way up Collins Street, the people travelling alone avoided eye contact. Two women next to me were chatting about the bla
