Posts Tagged ‘brand differentiation’
Before You Create Marketing
Recognise that’s it is not your job to create marketing. It’s your job is to as Peter Drucker said, to create and keep a customer. Before Nespresso people paid for coffee by the jar or went to Starbucks. Before iTunes people waited for CDs to be released and shipped. Before Kindle we needed bookcases and…
Read MoreThe Relationship Between Curiosity And Business Growth
Whenever I visit the tiny local florist I am the only customer and the most bizarre thing happened when I stopped off there last Friday evening. The entire floor was filled with buckets and buckets of multi-coloured roses. It was so full there was barely room to navigate to the register to pay. I thought…
Read MoreHow Does Your Marketing Really Make People Feel?
Imagine it’s a busy Thursday morning and you’re replying to the emails that came in overnight from people you were eager to hear from, when out of nowhere an unsolicited sales email interrupts your flow. Of course it’s just one email, it only takes a second to delete it, so where’s the harm in a…
Read MoreThe First Step To Building A Marketing Campaign
As marketers we tend to get lost in the tactics like designing flyers, scheduling tweets and growing a Facebook following—this makes us forget the more important stuff. A campaign by definition is “a systematic course of aggressive activities for some specific purpose”. The following is hard for you to hear and so it’s hard to…
Read MoreWhy Visibility Is Overrated
“TRY OUR TAPAS” screamed the sandwich board on the pavement outside the empty restaurant as the customers spilled out onto the pavement waiting for tables at the cafe next door. True story. One of my clients recently did a marketing audit and found that a third of his business came from repeat clients, another third…
Read MoreThe Trouble With Marketing And The Opportunity For The Future
I met with a prospective client recently who had acted on conflicting advice about marketing tactics from a couple of different sources and failed to get the results he’d hoped for. “The trouble with marketers is that each one tries to sell you on their solution.” he said. “The SEO guy will tell you that…
Read MoreThe Characteristics Of Great Brand Stories
Great brand stories….. Are rooted in truth. Created with intention. Have a bigger purpose beyond a single bottom line. Add intangible value to something that was once a commodity. Take time. Make the customer the hero. Change how people feel about a product or service. Start with the customer’s story. Don’t matter to everyone. Appeal…
Read MoreWho Is This Marketing For?
Before holding the meeting. Before working on the strategy. Before choosing the medium. Before building the website. Before writing a single word of copy. Ask yourself, “Who is this marketing for?” If the answer is, “It’s for our shareholders, the board, my boss, or so we can feel safe doing what we’ve always done.”—go back…
Read MoreWhat Does Your Marketing Do?
Marketing is something we do every day and yet we forget to think about the result of what we do beyond how it helps our businesses. We think we design marketing for our customers when mostly we design it to solve an immediate need we have as business owners. When you think about what your…
Read MoreHow To Begin Developing A Product Story
While the guy shopping at the hardware store might think he’s comparing the features and benefits of the latest drills what he’s actually doing is imagining all of those shelves beautifully hung. We like to believe that our product story begins with the customer’s relationship to the product, when in actual fact what the customer…
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