Posts Tagged ‘brand framing’
The Apple Store, Belonging And Love
What’s the one thing you never find at an Apple Store? That thing you probably found in your hotel room when you checked in. The poorly expressed intention to customers, that guarantees they will never come back. Oh, and it’s most likely laminated and taped up in several places. Ah yes….. a list of rules.…
Read MoreChange How People Feel Not What They Do
Every marketing decision you make should be prefaced with this question; “How will it make her feel?” Of course you want people to do, but you need them to feel first. When people feel they act. The feeling is what leads to the doing. Think about the websites and cafes you love to visit, the…
Read MoreWhat For What
I gave, now it’s your turn. Quid pro quo. Now we’re even. That’s how business is supposed to work. Exchanges of like for like. A trade. Transfer of ownership. Profit and loss. Transactions that can be measured. There’s no room for generosity in business. Unless it’s your business. Because that’s how you’ve designed it and…
Read MoreSomething For Everyone
Pineapple Chili flavour ice lollies aren’t for everyone. And plenty of people hated Go The F**k To Sleep, which became a best seller by delighting parents with a particular worldview. If everything was created for the market of everyone, there would be no room for art by Banksy, t-shirts by Threadless or $500 beats by…
Read MoreHow To Tell A Good Business Story
Start with the truth. Identify the worldview of the people you need to reach. Describe the truth through their worldview. ~ Seth Godin What picture are you painting of your business? Are you trying too hard to sound more professional, bigger, slick, more polished than the competition? Is your story riddled with jargon instead of…
Read MoreBrands Are Shaped By The Stories We Tell Ourselves
Coffee chic is not merely a creation of Starbucks, no more than flawless design is the singular domain of Apple. What these companies do with a clever brand story, is make it easier for us to buy into the wants that we associate as being part of our story. What we actually believe to be…
Read MoreWhat Should Your Website Do?
What you want your website to do is probably very different from what your customer wants it to do. The trick (as with most elements of your business), is to build for customers and community first to realise the benefits for you later. “A website turns a stranger into a friend, and a friend into…
Read MoreHow Do You Differentiate Yourself?
Life’s too short to sell things you don’t believe in. ~ Patrick Dixon Often the real value of the work you do isn’t what gets delivered in the package, during the session or in the ebook. In order to differentiate you need to really understand the effect of what you do, sell, offer or deliver…
Read MoreBrand Names Are The Start Of A Story
From the moment the blue line appears on the pregnancy test and for the next 35 weeks, the one thing that obsesses most couples day and night while waiting for their new arrival is what they will call her. They compulsively leaf through baby name books, trawl websites and test out sound combinations and meanings.…
Read MoreCompelling
The path to success is not simply determined by the ability to have great ideas. The capacity to understand their relevance in the world, to customers, (real people) and to sell that, is what makes a product, service, cause or idea fly. The MP3 player is one of the best examples of a situation where…
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