Posts Tagged ‘brand story’
The Quiet Marketing Opportunity
It was 6am on a wet and windy Melbourne morning. The two tourists wandered out of their hotel on Exhibition Street, each armed with a giant red golf umbrella plastered with the hotel’s equally giant logo. At first glance, you might think how thoughtful it is that the hotel anticipates the traveller’s needs. How much…
Read MoreThe Most Underrated Sales Tactic In The World
The woman who was shopping for a travel wallet asked the assistant if there was anything available in the sale. “Not in store, but you could try our website. There could be something there,” she said. The customer explained that she was travelling tomorrow, and left the store disappointed and empty-handed, even though there were…
Read MoreNo Success Without Fear
When Elon Musk unveiled his audacious vision to colonize Mars this week, commentators had as much to say about his hubris and lack or fear as they did about the plan itself. They remarked that Musk’s greatest strength is probably that he has never been afraid to fail. That’s just not true. Of course he…
Read MoreClever Vs. Consistent
The advert for cheap flights to L.A. simply read: Brad is single Los Angeles. From/one way, incl taxes. £169* It was clever of the marketing department to pick up on the news that’s top of mind and there’s no doubt the ad got plenty of attention in the moment. Maybe the airline even sold some…
Read MoreSurviving Peak Utility
When I was a child our family doctor operated a first come, first served, clinic without an appointment system. Some patients arrived three hours before the clinic was due to start to make sure they’d be seen first and a two-hour wait to see the doctor was not uncommon. “Evening folks.” Dr. Mac said, as…
Read MoreMarketing Constants
If you’re running a business, you’ll hear some version of the following every other day. Things have changed. And there’s no doubt that they have. Things have changed since the Internet became ubiquitous, since Facebook launched, since newspaper advertising died, since the iPhone, Amazon.com, ad blockers and on and on. But what hasn’t changed? People.…
Read MoreWhat’s Your Customer’s Value Story
You may have read some version of the recent Tech Crunch article by Tom Goodwin that began with this observation. “Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns…
Read MoreThe Weight Of Our Words
The laminated sign next to the order and pay point at the cafe read: “We can’t and we won’t serve you while you are ON the phone. We need to engage.” These are the first words that greet every single customer (not just the rude ones). On the flip side, when I email a colleague…
Read MoreThe Three-Act Structure For Brand Stories
Every movie you’ve ever watched follows a three-act structure. The screenwriter sets the scene, introducing us to the hero and the main characters. We get a glimpse of his world, relationships and challenges. In the second act, we see the hero attempt to solve his problems or overcome obstacles. In Toy Story, we’re introduced to…
Read MoreWhy Do They Come?
There was a twenty-minute wait for croissants at Lune long before the New York Times announced that the best croissants in the world might just be made in Melbourne. Now you can wait for thirty, but people still get up early and hang in there just to try one. Why would they take a tram…
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