Posts Tagged ‘brand framing’
Price Is Not Just A Strategy, It’s A Story
There was a palpable buzz when one of the most gifted leaders in retail, Ron Johnson—the guy who led the creation of the Apple Store experience, took on the role of CEO at the hundred-year-old company J.C. Penney. All eyes were on him. The business world wanted to know how he was going to transform…
Read MoreThe Most Overlooked Part Of A Marketing Strategy
How often do our potential customers come to us and invite us in? That’s exactly what happens when someone visits an about page, they are asking us to tell them more and most of the time we blow it. We spend billions of dollars and countless hours every year trying to get people’s attention and…
Read MoreWhy A Good Idea Is Not Enough
It took at least 40 years for the computer to go from being a series of ideas and advances to a commercial success. The difference between a good idea and a commercial success is context—the understanding about where that idea fits, how it will be useful in the world and who will care about it.…
Read MoreLessons In Brand Storytelling From The Airbnb Rebrand
I have to be honest, as an Airbnb evangelist and user I felt a little disappointed as I watched the company’s relaunch unfold. Of course I wasn’t viewing the whole thing through the eyes of an impartial observer. Anyone who is an early adopter of something that begins on the fringes wants that thing to…
Read MoreA Brand Is More Than A Label
We’ve been branding things from cattle, to jewellery and even people for thousands of years. We began by burning our mark into things to signal ownership. When technology and infrastructure gave us access to things beyond our villages branding began to signal a different type of belonging, one that said ‘you can trust this because…
Read MoreAll Of The People, All Of The Time
All around us big vanilla businesses and corporations are struggling to understand how to connect with customers and give people what they want. Businesses like McDonalds are ‘resetting’ and trying to find new ways to improve speed and affordability of their core offerings. Their strategy is to become even faster and cheaper. Meanwhile Mexican food…
Read MoreBecome Part Of The Story
I arranged to meet one of my Twitter friends for the first time in the little bar at the front of my hotel. He is a designer from London and as luck would have it we were visiting New York at the same time, (something we discovered through our simultaneous posts of Times Square on…
Read MorePick One Thing
When you think of Apple you immediately think about great design. You are reminded that Apple chooses to lead with design even in the moments between the moments that matter to you as a customer. It’s hard not to be in awe of a company that cares so much about your experience that they make…
Read MoreNo Business Is In A Market Of One
When dance partners compete they know the other couples are there on the dance floor with them, but they never focus on what the competition is doing. Instead they relentlessly hone each move and perform it for the audience as if it were their only chance to dance the dance. They don’t allow the fact…
Read MoreEmpathy Is The Killer App
One of the reasons that upstart companies like GoPro have been able to steel a march on their much better resourced competitors like Sony, has been their ability and efforts to develop products for their customers by truly understanding who those customers are and what they want. It’s not possible to create products, services or…
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