Posts Tagged ‘brand framing’
Your 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 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…
Read MoreWhat Customers Believe Is Your Competitive Advantage
Ask any business owner about how they stand apart from the competition and they’ll probably begin with the tangible, the things they can easily explain. “We offer a more competitive interest rate.” “Our products have more features. “We have better distribution.” In 2008 Windows accounted for 84% of personal computing devices shipped. Today that number…
Read MoreHow To Write A Mission Statement
By definition a mission statement is the official line on the aims and objectives of your organisation. Academic papers have been written about how mission statements must be cogent (possibly one of the ugliest words in the history of the English language in my opinion). Your mission statement should describe your key market and your…
Read MoreWhat Are You Promising?
I loved Ryan’s corner shop when I was a little girl. The smells of freshly delivered bread mingled with newsprint from the Evening Herald. It was a relief that Mr Ryan knew exactly what kind of ham your mother would want, without you having to explain in detail the part about making sure it was…
Read More5 Better Ways To Tell The Story Of Your Products And Services
I once heard a tea taster who tasted 1,000 cups of tea a day, explain that the secret to the perfect cup of tea was the water. He said that “water is the mother of tea”. That one phrase was enough to hold me still for a second longer. That’s something we all need to…
Read MoreThe 11 Whys Of Product Development
In my work with companies, entrepreneurs and businesses of all stripes, here’s what I’ve found. We mostly get stuck not because we don’t know the right answer, but because we haven’t begun to ask the right questions. Here’s a handy list of questions to ask before you bring your product, service or idea to market.…
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