Posts Tagged ‘brand story’
What Do You Want To Be Known For?
The food cart outside the gallery was in the perfect spot to attract the attention of hungry tourists. Judging by the two choices listed on the menu that’s exactly what the owner was thinking too. Now serving Custard Tarts Kale Soup Differentiation starts with the choice to do one thing well. Hedging your bets feels…
Read MoreReach Is Overrated
Kate Reid wasn’t expecting people to drive across town to wait in long lines when she first started rolling croissants in her tiny Elwood bakery. She wasn’t making pastries for everyone—just for the kind of people who believed and valued what she believes. Everything could have changed when she moved to her-state-of-the-art bakery in Fitzroy.…
Read MoreReadiness Is Underrated
Even though traditional advertising is becoming less effective, it can still teach us about timing. The best marketing messages remind the right people about something they already want to do at the right time. So the millinery advert in the fashion magazine reminds women that it’s spring racing season in November. In December we’ll see…
Read MoreThe Obvious Advantage
The owner of our local organic store has built a thriving business. It’s the go-to place for people from the suburb who are happy to invest in a story about the benefits of eating well. He’s recently opened a new store in another suburb but hasn’t been able to replicate the success of the first.…
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 MoreGood Is The New Average
Meeting expectations was once enough to mark a business out. If every meal was served piping hot, served in a timely fashion, with a smile—the restaurant owner won. Now, efficiency is expected. It’s the minimum requirement for operating any business. Good is the new average. Only the exceptional will survive and thrive. Your goal isn’t just…
Read MoreMaking Sense Of Nike’s Controversial Ad Campaign Decision
Unless you’re an American football fan, you probably hadn’t heard of Colin Kaepernick before August 2016. Kaepernick, an African American, was a quarterback for the San Francisco 49ers when he was propelled into the media spotlight for choosing to sit (then later kneel), during the United States national anthem at the start of NFL games.…
Read MoreThe Art Of Differentiation
One day you will find a design you laboured over, taken and copied or several lines of copy you crafted, used and unattributed. And you will rant and rave until you realise, that there are things you can say and do that can’t be copied because those things are only true for you. We spend…
Read MoreIs The Consumer The Customer?
When the Old Spice ‘Smell Like a Man’ advertising campaign launched eight years ago, it called out an often unspoken truth about sales and marketing. The consumer and the user are not necessarily one and the same. This insight inevitably alters how you tell the story of the products you sell and the change you’re…
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…
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