Posts Tagged ‘brand differentiation’
The Shortcut
The secret to overnight success is that there is no such thing as an overnight success. Here’s the formula. DO GOOD WORK x TIME = OPPORTUNITY TO SUCCEED This is how a self-published Kansas mother of three became the number #1 Amazon Business Bestseller in a week when ‘online influencers’ backed by big publishing houses…
Read MoreThe Story Is Your Advantage
“Whoever tells the best story wins.” —Annette Simons This is the whole truth, and it scares all kinds of people, from creators to scientists, fledgling entrepreneurs to established brands. The best man doesn’t always win. It’s not enough to be bigger or better, and that frightens us because our understanding of the world comes from…
Read MoreSpeak Human
The new perspex sign in the toilets of fast food restaurant read… “It is our intent to provide you with the cleanest possible facility. If the room needs attention please notify a Manager.” I stood in the mirrorless bathroom looking at it for some time wondering how this was supposed to make me feel. There…
Read MoreSelling The Facts
Front row seats. That ring in a certain ‘blue box’. 70% dark chocolate. Business class flights. Pumpkins at Halloween. Botox. iPad mini. Frappuccino. 12 months gym membership in January. Free range chicken. The bestseller everyone is talking about. That black BMW. Vitamins. The honeymoon suite. Gluten free bread. Wrinkle cream. Overnight shipping. Black stockings. $50…
Read MoreJust Because You Can Doesn’t Mean You Should
The tiny suburban cafe is full to bursting every day. It’s become more than a cafe really. The early morning cyclists punctuate the end of their ride at the tables on the pavement outside. Their last stop before heading off to work for the day. It’s the place where young mothers grab a takeaway coffee…
Read MoreThe Bottom Line
There’s an irony about entrepreneurship or starting a business and it’s this. When you begin you’re obsessed with the starting part. Just starting it seems is enough. You may have a vision for what could be, but there is not so much pressure to get there in the beginning. Once you’ve succeeded a little it…
Read MoreStand Out By Telling A Better Brand Story
The summer of 1980 was a terrible time to own a hair salon on Sydney’s Queen Street. The mile long suburban street had over twenty salons to choose from, and haircuts that were once $20, had been steadily knocked down a dollar at a time by each salon in turn. The first salon to discount…
Read MoreBusiness Would Be Great If It Weren’t For The Customers
There was no doubt that I could have chosen a better time to go shopping for special flowers, than first thing on Saturday morning in early Spring. The lone florist reluctantly came out from the back room to ask how she could help, then let out a sigh when she realised it wasn’t going to…
Read MoreWhat The Waitress Remembered
My name. To look me in the eye. How I like my coffee. That her smile could brighten someone’s day. To make a difference. That giving a damn is seriously underrated. To hope to see me tomorrow. Not to hide behind the rules. To love her job. That what she does every day matters. Image…
Read MoreGive Them A Reason
Half of the products in your pantry now have a ‘like us on Facebook’ icon on the label. Why should you like a brand of mass produced honey on Facebook? Why does the brand manager think you should care? Marketing is about doing great work that gets noticed. It’s about giving people a reason to…
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