Posts Tagged ‘brand differentiation’
What Do You Want Your Audience To Remember?
Many people who’ve read my latest book Meaningful: The story of ideas that fly say that the introduction impacted them the most. It would never have been written without a nudge from a trusted friend, who reminded me after he’d read the manuscript that some people might only read one page. We don’t always have…
Read MoreWhat Can You Build Upon?
You have just 20 minutes. What’s the most valuable thing you can do with them? It probably isn’t checking your LinkedIn updates, responding to housekeeping emails or listening to one more podcast about productivity. Checking and updating may feel like work but they aren’t things you can build upon. If you can’t look back at…
Read MoreHow To Optimise For Customer Delight
“You’re here for the Valium?” blurted the dental receptionist as they arrived. The young man looked blankly at her and then at his mother. He was about to have three wisdom teeth removed under local anaesthetic. He had arrived early to be prepared for the procedure and dutifully took the 20mg of Valium given to…
Read MoreHow To Build Brand Equity
The toilet paper manufacturer has seemingly found a new way to increase customer engagement and build brand equity. Instead of just embossing patters on the paper, the company has decided to emboss its logo on every sheet. Imagine the meetings, time, energy and a myriad of other resources (including retooling of machines) that went into…
Read MoreGood Marketing
As she’s scanning organic bananas or buckwheat kernels at the checkout the assistant at local health food store strikes up a conversation. She’s curious to know if the bananas are just for making smoothies and what the customer uses the buckwheat for. These seemingly insignificant interactions are hardly worth remembering and yet over time they…
Read MoreThe Customer Referral Source Changes The Story
Not all prospective customer enquiries are created equal. An enquiry via website contact form, made as a result of a Google search is very different from a direct referral from a friend. It’s also worth remembering that the customer’s story at the time she seeks you out changes the sales conversation. How and when a…
Read MoreThe Noisy Bell And Napkin Worthiness
John Lydgate was right, “you can’t please all of the people all of the time.” And yet a huge part of our job as business leaders, entrepreneurs and product creators is to meet a standard that pleases most of the people we serve, most of the time. Feedback—the information and reactions we receive about our…
Read MoreHow Do You Know?
How do you know which product to launch next? How do you know which packaging works best? How do you know what it feels like for someone to encounter your brand? How do you know what story your customer will tell tomorrow about the experience he had today? What we know (or perhaps don’t yet…
Read MoreThe Thing About That List You’re Making
Take a look at the Top 20 Book Lists of All Time on Amazon. This is what most people bought and reviewed—the books that succeeded wildly, beyond expectations. Could anyone have predicted that these would be the books that the majority embraced? Can anyone explain why? Despite their outstanding success you probably haven’t read or…
Read MoreA Reputation That Precedes You
It’s 5pm, still thirty minutes to go before Mr Wong opens its doors for dinner. The line snakes down the street and around the corner. A few people have bookings for tables of six or more, but not many, most are walk-ins who know that if you’re not dining with a bigger group and have…
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