Posts Tagged ‘brand story’
In Time
You don’t know for sure that the broccoli at the local organic store was grown sustainably or without pesticides, but you trust that it was and you’re happy to pay more for it. You have no proof that like the label says the bread gluten-free until long after you’ve eaten it, but you don’t question…
Read MoreProgress And Potential
Nobody knows who invented the button five thousand years ago. At first, buttons were simply used to adorn clothing. It wasn’t until the invention of the buttonhole three thousand years later that buttons became functional. It took us two thousand years to reimagine what the button could do. And in that moment fashion and even…
Read MoreWhat Successful Companies Do
Just one thing. Successful companies help people do things they want to do, so they can be who they want to be. What do the people you serve want to do? How can you help them to be who they want to be? Image by Tim Dennell
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 MoreExtraordinary Is…
In a digital world, extraordinary is Human. Presence. Care taken. Handcrafted. Eye contact. Face-to-face. Heart-to-heart. The intangibles. Genuine interest. A timely response. That feeling of belonging. Thanking someone in person. Executing on the small details. A handwritten note inside the package. Choosing the best ingredients even if they cost more. Treating people the way you…
Read MoreNot Just Anyone
Most often, the goal of our marketing is to be found. That goal dictates our marketing strategy. If you’re trying to be found, you’ll seek out opportunities to interrupt everyone, anywhere. But there is an alternative. What would it take for you to be the brand people intentionally chose? How could you become the one…
Read MoreThe World Inside Your Customer’s Heart
There are few better lessons in the art of storytelling than those learned by watching a great real estate agent auction a good property, on a chilly Melbourne morning. Last Saturday, I looked on as an agent sold a million dollar home by reminding potential buyers how they would feel every weekend as they strolled…
Read MoreThe Downside Of The Comparative Advantage
A new cafe opens in Melbourne every other week. Our city is full to bursting with every kind of cafe you could wish for—from holes-in-the-wall doling out espresso to morning commuters, to leisurely brunch places in the suburbs where friends linger and city lunch spots where business deals are done. So how does a new…
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 MoreEasy Isn’t Always Best In The Long Run
The billboard outside the old cemetery read like a real estate advertisement. ‘Last remaining graves for sale.’ It seemed to scream inappropriately at the traffic roaring past. In the past, these local burial plots would have been acquired by neighbouring families who were getting their affairs in order. Now even essential products and services have…
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