Posts Tagged ‘brand framing’
Persuasion, Proof And The Place You Want To Be
As marketers we have historically relied on material advantages to differentiate our products and services, then used them to persuade customers to buy them. If your product is lighter or more energy efficient, the thinking goes, then you’re giving customers a logical reason to choose your brand over your competitor’s. In an age of product…
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…
Read MoreThe Meaning Business
In the past most businesses gained competitive advantage from size, scale or dominance. Whoever the biggest marketing budget and could sell the most stuff won. Success was more about what you did and much less about the way that you did it. But today it’s the way that you go about your business and how…
Read MoreMy New Book—Marketing: A Love Story
My new book is here. You can buy it now on Amazon in paperback and in Kindle. I’ve wanted to find a way to juxtapose the concepts of marketing and love in a book for a long time. I like to think that even if you never opened the book, just owning it—seeing it on…
Read MoreClose, Closer, Closest
Twenty years ago geography mattered. When there was one grocer in every suburb there was always enough business to go round. Close was an advantage. It’s easy to believe that because digital has dissolved borders, that it has simultaneously diluted advantages. But being close has taken on a whole new meaning. Closer has become more…
Read MoreWhich Would You Choose?
If you could only pick only one of the following, which would you choose? 1. Would you like more people to know about you, your product or service? OR 2. Would you like your existing customers to be blown away by you, your product or service? Awareness doesn’t always scale. But creating difference for your…
Read MoreWhere Are The Holes?
It’s hard to be objective when you evaluate your competitors. When you’re feeling vulnerable there is a tendency to think about all of the things your competitors are doing right and how you don’t measure up against them. The irony is that opportunities are realised and groundbreaking ideas are brought to life by doing exactly…
Read MoreTwo Simple Questions Most Content Marketers Forget To Ask
For fifty years marketing was all about pushing. We used advertising to get us closer to our end goal—which was more sales. Today marketing is more about drawing people closer. We use content (amongst other things) to help us build relationships with potential customers. And yet sometimes we forget that we’re no longer marketing like…
Read MoreWho Is Responsible For Seeing Your Customers?
When I worked in the stock control department at Tesco thirty years ago, I was partly responsible for making sure there were enough tins of soup available to be bought by the customers who would walk up and down those supermarket aisles the following week. There were people in charge of making sure that shelves…
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