Posts Tagged ‘brand framing’
Uncommon And Unmistakable
A colleague in the university sector was attending a marketing event. The presenter’s first slide showed a university’s promotional materials—complete with the typical ‘DREAM LARGE’ and ‘DESIGN THE FUTURE’ type tagline. He then polled the audience, asking if they knew which university it was. A ten minute debate ensued. Many delegates thought it was definitely…
Read MoreWhy We Need To Think About Value Before Ideas
The cafe was tiny and packed. “What’s your revenue plan?” guy one asked. “To get more eyeballs to my site and then bring in the advertisers.” replied guy two. “Oh right.” said guy one, as he awkwardly looked away. 8 Questions to help you to focus on creating value 1. Who needs your product? 2.…
Read MoreThe Alternative To Winning The Awareness Game
The top 200 advertisers in the U.S. spent $137.9 Billion on ads in 2014. When you’ve got those resources it’s easy to play the awareness game. What if newspaper presses came to a stop and banner ads were abolished on the grounds of inciting mindless consumption? Imagine a world where billboards were torn down to…
Read MoreThe Moments In Between
On a recent international flight, a colleague was upgraded from Business Class to First Class. The four cabin crew had only eight passengers to look after, so they could be extra attentive. The in-flight service was stellar. Everything happened quickly and smoothly, the menu was more varied and the seats more comfortable. But for all…
Read MoreThe Power Of Customer Context
There’s a tiny hole-in-the-wall florist in the heart of the city, close to big office buildings and the cafes where people meet for breakfast and lunch. If it were an ordinary florist it would be the kind of place people would walk past on their way to somewhere else. The neighbouring florist’s made-to-order, elaborate, cellophane-wrapped…
Read MoreWhat 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 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 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…
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