Posts Tagged ‘brand framing’
The Third Secret Of Great Marketing
It’s the reason Dropbox’s revenue hit $240 million in 2011 despite giving away their product for free and how Instagram has grown to 100 million users. Stand in your customers’ shoes. Start with their story. Image by Trey Ratcliff.
Read MoreThe Death Of Retail. The Symptom Is Not The Problem
Georgina owns and operates a speciality gluten free food store in Brisbane and like many retailers she’s experiencing a problem. Increasingly people are coming to browse but not to buy. The perception is that if I can get it cheaper or faster online why would I make the trip to your store? So Georgina has…
Read MoreWhat’s The Point?
Business isn’t about transactions and giving people the thing they want. That box of chocolates, an upgraded phone or the business class flight. And marketing isn’t about selling them your facts. It’s about giving people a story to believe in and one that they want to tell. Just like Evan’s. (Take the two minutes to…
Read MoreOne Trick Pony
In the 1800’s small travelling circuses without big headline acts or a menagerie of exotic animals were known as dog and pony shows. The very average acts on the programme were derided as ‘one trick ponies’. When I was growing up conventional wisdom said that you must strive never to be a ‘one trick pony’.…
Read More2 Questions To Answer Before Bringing An Idea To Market
1. How does your customer want to feel after she’s bought your product or experienced your service? 2. How are you going to get her there? Image by Renato Targa.
Read MoreDifferent, Because
We are different because ———————. We are the only one that does ———————. How are you different and why does that matter to your customers? Image by Evive.
Read More10 Questions To Help You With Your Pricing Strategy
When my family and I were in Venice recently we decided to take a seat in a tiny Cafe in St Marks Square and ordered four hot drinks (anyone who has holidayed in Italy knows what’s coming next!). There was nothing remarkable about the coffee but we walked out half an hour later having paid…
Read MoreBetter Stories Versus Better Stuff
Most things that you can buy are good enough. The companies that succeed now, Tattly, Apple, Zappos and Amazon don’t find ways to make and sell better stuff. They work out how to tell a better story AND how to give their customers a story they want to tell too. The story is baked into…
Read MoreWhy Belief Matters
Five years ago, just before Polaroids began to make a comeback, the owner of the Dublin camera store reluctantly allowed the sales rep to create a tiny, top shelf Christmas display. She spent a whole afternoon arranging then re-arranging the cameras. At last she stood back to admire her handiwork, slipped a digital camera from…
Read MoreThe Secret To Spreading Ideas
I recently had the opportunity to share an idea I care about thanks to the team at TEDx Perth. The talk went live online two days ago. I hope it helps you to spread the ideas that you care about. Image by Sally Jarvis at TEDxPerth
Read More