Posts Tagged ‘brand framing’
A Matter Of Marketing
We live in an age when it’s easier than ever to get your message in front of people. Many businesses have a strategy for getting their message seen and heard—far fewer have a plan for being believed and understood. It’s one thing to get in front of people, and another for them to choose to…
Read MoreJust Because You Can
The role of the hotel concierge can be a challenging one. The concierge has to think on his feet. He must immediately earn each new guest’s trust, give people what they don’t always know they want and solve problems on the fly. Some people are better at this than others. The good concierge knows the…
Read MoreThe Story Of Successful Ideas
Every product or service that becomes the backbone of a thriving business succeeds because it enables someone to do something they want to do, but can’t do. Before Keep Cup, millions more disposable coffee cups ended up in landfill. Before Stripe, it was more difficult for people and businesses to receive payments over the internet.…
Read MoreThe Disciplined Marketer
It’s 6.30 am at the hotel gym, and the guests who are keen to get a workout in before breakfast are lining up. The receptionist is taking their room numbers before admitting them. As they turn to walk away, gym towel and bottle of water in hand, she asks if they’d like to book in…
Read MoreShow Your Story
In the early 1960s, a Brooklyn tax clerk, named Jean Nidetch discovered a powerful and underutilised marketing technique. When Jean, who had been overweight for years, lost thirty kilos her friends asked her how she’d done it. She began sharing her diet secrets with half a dozen friends in her apartment. Jean’s diet club soon…
Read MoreBack To Basics Marketing
Our neighbours are having the outside of their house painted. It’s an old Victorian property, built in the 1800s with period features and delicate ironwork. I’ve watched the decorators come and go over the past couple of weeks. Seen them taking care to cover the original tiles on the porch, that could so easily be…
Read MoreHow Change Happens
The success of whatever we make, serve, sell or advocate for is dependent on creating and sustaining change. The same rules apply whether we’re trying to change perception or behaviour, get people to buy our software or stop using plastic straws. 7 Steps To Making Change Happen 1. Acknowledgement The problem, unmet need or dilemma…
Read MoreAll Figured Out
It’s doubtful that when Amazon founder, Jeff Bezos, now the world’s wealthiest man, launched the company over twenty years ago he had every tactical move figured out. The Bezos of 1999 couldn’t have predicted how his company would come to dominate and diversify. While he may not have understood the exact next step on the…
Read MoreProfit And…
My mother started working over sixty years ago. As the tenth child of a widow, with nothing more than a basic education she had very few choices. She could be a seamstress or a replaceable cog on the assembly line at one of any number of factories. Sadly the factory jobs won because those jobs…
Read MoreHow Are You Measuring Your Lead?
As a society, we have become obsessed with getting and staying ahead. We have become addicted to winning, and thus to comparing ourselves to others—not just in business, but in life too. But being ahead, either materially or psychologically is a slippery slope to a mindset of never enough. A culture designed to separate us…
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