Posts Tagged ‘brand story’
Lucky By Design
The cathedral was packed. More than a thousand people arrived on a warm Tuesday morning to attend cafe owner, Sisto Malaspina’s funeral. Many more stood outside—others watched the service at home on their laptops or giant screens in Melbourne’s Federation Square. We were there, not to mourn Sisto’s death, but to celebrate how he had…
Read MoreNurture 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 thinking about growing…
Read MoreThe Shorthand Trap
Everywhere we look in our digital world we increasingly see options to choose digital shorthand over a handcrafted, personal response. Gmail’s Smart Reply and Smart Compose features for responding to emails, and LinkedIn’s convenient Quick Replies will save us time today, but what might they cost us in the long run? Who do we become…
Read MoreA 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 candidates and parties. Each one…
Read MoreBecoming Better Storytellers
We’ve all heard the news that attention spans are shrinking. We’ve come to believe that the people we’re trying to reach are always distracted. If that’s so, how do we explain the rise of binge-watching, the success of serialised podcasts and long read articles? What we’re witnessing isn’t just a shift in the way content…
Read MoreHow We Do Matters
One of the owners of Melbourne’s most iconic café died tragically a week ago. Sisto Malaspina had been serving espresso to Melburnians at Pellegrini’s since 1974. Tributes poured in from across the community about the impact he and his café had on people and the city. The one that struck me was the story told by…
Read MoreThis 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…
Read MoreThe 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 doubt that the…
Read MoreThe Power Of Because
Over several decades our traditional, mass marketing culture taught us that marketing and sales were about finding the angle. Marketing became about getting creative with the truth and being a master of spin. It doesn’t have to be this way. We can choose to do the kind of marketing we’re proud of. What if instead…
Read MoreThe 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 their heads. Wants and needs. Dreams and requirements.…
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