brand framing
442 posts
What’s On Your ‘Not To Do’ List?
Back in 2007, the New York Times called Apple’s decision not to add a mechanical keyboard to the iPhone their billion dollar gamble). That decision worked out pretty well for Apple. Some of the most successful ideas in the world were born from a conviction about the things the creator, founder or co
The Assumptions Checklist
Our decisions are rarely based on objective information. And even when we do have ‘good data’, it’s coloured by why, who and how it’s collected. Often our decisions are based on assumptions. We accept something as true, without proof. We make many of these assumptions with a scarcity mindset. We kil
Fact Or Fiction?
The bookstore in Albert Park had just opened when Thomas, dressed as Batman, and his mum walked in. They headed straight to the children’s section at the back. They were shopping for a present for Ben, who was having a superhero birthday party that afternoon. ‘Let’s get Ben this book about Brazil. T
Tell Me About Your Company
If you were asked to describe a friend in three words you’d have no problem. Maybe you’d say he was fun or kind, perhaps you see him as loyal or generous. But if I asked you to tell me about your company’s attributes or brand’s characteristics you’d probably struggle. We invest a lot of time…
Why Do Customers Choose You?
What are the top three reasons customers choose you? What story are you giving those customers to tell—not just to recommend you, but to trust and value, prefer and remain loyal to you or your company? You can make assumptions and best guesses about what’s motivating the people you serve, or you can
How To Tell A Story Using The Story Scaffold
There’s no question that stories are the best way to engage and persuade people. We have good scientific evidence to prove it. According to neuroeconomist, Professor Paul Zak, ‘Narratives that cause us to pay attention and also involve us emotionally are the stories that move us to action.’ It’s our
Design For The Customers You Want
Almost every cosmetic counter in the department store has a promotion happening. Of course, they aren’t called promotions—they are presented as ‘free gifts’, designed to encourage the customer to spend more on a particular brand that month. The hope is that the customer will fall in love with the pr
Is Your Marketing Working?
Last week I visited the local camping store to buy a gift card. As I was paying at the point of sale, a one question survey popped up on the keypad. The store manager asked if I’d seen their TV ad. When I said I hadn’t, she hit ‘no’ on the survey. I couldn’t resist…
The Power Of What Goes Unnoticed
The two sign installers stand back to assess their work before finishing the job. But something isn’t right. A couple of the large adhesive letters they have applied to the storefront window are crooked, and one of the men calls this out. His colleague agrees. The sign is definitely looking a little
Why Didn’t It Work?
We’ve been learning by trial and error since we were six months old when we first noticed the effect of our actions on objects. As children we developed skills by learning from our mistakes, paying attention to what didn’t work as well as to what did. As adults, we are not so keen to see…
Who Loves Your Work?
Who loves what you do? Who tells their friends? Who waits in line? Who buys the lot? Who can you help? Who makes you care? Who has the problem you can solve? Who is your muse, your right customer, your reason? When you know, you’ll be one step closer to doing your best work. Image…
The Convenience Trap
The homeless man sitting at the Brunswick Street junction doesn’t look up as people walk past. He doesn’t try to catch the eyes he knows are trying to avoid his. He lets the cardboard sign at his feet do the talking. The headline in red crayon tells us that he’s genuinely homeless. There isn’t enoug
The Power Of Actionable Feedback
How many times do you politely leave a restaurant after a bad experience, vowing never to return, without letting the manager know what you think? How often have you stopped buying from a brand you once trusted without telling them why? How valuable would your feedback be, if only these companies we
Two Ways To Think About Selling
Are you selling or are you showing up in the best light for the people who need you? Sales can be a service. And vice versa. Image by Garry Knight
Nurture Vs. Growth
It’s virtually impossible to think of building a successful business (or life) without having the intention to grow. But sometimes growth for growth’s sake can be a trap. The idea that we have to make a particular metric go up at all costs can lead to unintended compromises. What if instead of think
A Deliberate Advantage
Voting is compulsory here in Australia. To make it easier for people polling places now open the weekend before election day. Early voting in our state and local council elections opened last weekend. As we lined up at the entrance to the polling place we were met by representatives of all candidate
This IS Marketing
As I boarded the long-haul flight, I kept my fingers crossed that I’d get some sleep before we landed. So it was a relief when my fellow passenger, Don, declared his intention to do the same. We agreed that we weren’t anti-social, just two pragmatists trying to come away from the journey in the best
The Right Customer
A lot has changed in the six months since I last walked through the Melbourne suburb of Albert Park. New cafes have opened. Others have closed their doors. Some established cafes have queues of people waiting for tables, while several, just a few hundred metres down the street, are empty. There’s no
The Feeling Customer
One of the mistakes we make when we’re building a business and communicating our value is to only create for the thinking customer and his rational mind. Messages that resonate deeply connect with people’s feelings. Beloved brands and successful businesses appeal to their customers’ hearts, not just
One Of The Few
Few organisations look past the data to see the humanity of the client behind the numbers. Few companies act as if it’s a privilege to serve their customers. Few people take time to listen twice as much as they speak. Few products are made with love. In a world where we are doing our best…
