Posts Tagged ‘brand differentiation’
Hope Is Not A Marketing Strategy
There’s a tiny market in Potts Point every Sunday. Each week the stallholders show up and hope. They hope that someone who might be their customer will show up too. The stallholders sell things that a passer-by might want, usually things that they could get somewhere else if they weren’t going to buy it on…
Read MoreYour Customers Don’t Shop To Shop…..
…..they shop to dream. They don’t want stuff. They want to imagine a better version of themselves. What dream are you selling? Image by Maple’s Mamma.
Read MoreDo It Like You Mean It
I’m not sure if it was the fact that she was reading a hardback book that made me notice the woman at the back of the cafe. When was the last time you saw someone reading a hardback book? When I asked her what she was reading, she flipped it over. Self help—2014 was going…
Read MoreHow To Be The Best In The World
LEGO® bricks are the best in the world. Competitors have tried to copy them over the years, but nothing comes close to a real LEGO® brick. So what’s the secret? To make a product that good you’ve got to continually obsess about design and production lines and quality control. But what makes LEGO® the best…
Read MoreThe Secret Power Of Promises
Have you noticed that about a month out from Christmas people begin not to be able to promise you anything? “We’ll try to fit you in, but…you know how it is at this time of year. We can’t promise you anything.” Promises are the reason we trust the brands that we trust. Promises are the…
Read MoreThe Question Your Competitors Forgot To Ask
The foundation of many businesses is a simple what. What do we serve and sell, for how much, at what profit margin? Getting stuck in ‘the what’ puts you squarely in the commodities business. If the value you create is purely tangible then you’re not giving people a reason to care about your brand, or…
Read MoreThe Real Reason The Microsoft Store Is Empty
Clues about what matters to people and how their emotions drive their choices are all around us and there’s no better time to see evidence of this in action than during the festive season. Slate recently posted two images that tell two very different brand stories. Both photos were taken on what should have been…
Read MorePrice Is A Story We Tell Ourselves
I’m worth it. It might be gone tomorrow. You could make it at home for half that. This is a one off. People pay for intangible value all the time. Consider Uber, “the app that connects you with a driver at the tap of a button” on your smartphone. If you simply need to get…
Read MoreDitch The Business Plan And Write A Letter To Your Future Customer
This might sound like a pointless and obvious exercise that’s easy to do…..so why would anyone bother? I guarantee you, that if more of the forgettable businesses you’ve visited and never been back to, had written this letter (or their own version of it), they’d be one step closer to remarkable. Time to ditch the…
Read MoreWhy Is The Next Time Never Like The First Time?
Twelve years ago we took our boys on a family holiday to Tuscany. We spent a whole magical day just wandering the beautiful walled city of Lucca. It was there that we had our first taste of real Italian gelato. It turns out that Lucca is the perfect place for circling back on yourself, which…
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