Posts Tagged ‘brand story’
Who Exactly?
Who exactly is your ideal customer? Was her mobile phone on her bedside table when she woke up this morning? Did she reach for it as soon as she opened her eyes? Or did she go for a run before sun up, then sip hot water and lemon as she scrolled through her Facebook feed?…
Read MoreThe Unsurprising Way To Find More Customers
There was clearly a big job of work to do on the old Victorian home close to where we live. We didn’t envy either the owners, or the painting contractor who was slowly and carefully laying down dust sheets on that first morning, long before many people had started their day. The painter worked alone,…
Read More3 Things Your About Page Must Do
Your website’s about page is the place where prospective customers come to look you in the virtual eye and it’s also the most overlooked marketing opportunity you have. 3 Things Your Website’s About Page Must Do 1. Build trust. Think about the reasons we visit about pages. Mostly we want to get a sense of…
Read MoreThe Gap Between Saying And Doing
You will have seen this image of a goldfish making a courageous leap from his bowl on countless websites. It’s meant to convey a message about a company that’s not afraid to challenge the status quo, of course it’s now so ubiquitous, it does exactly the opposite. Nobody in the marketing department got fired for…
Read MoreWhat Your Competitors Can’t Copy
Back in the day our neighbour had to buy her gluten-free products from a tiny and very expensive range of products at the local pharmacy. If you wanted organic products you trekked across town to a speciality store. Not so today. As demand drives supply, competitors enter new markets and what was once a tiny…
Read More3 Questions To Help You Find Your Niche
Look in the jewellery shop windows in any western city and you’ll notice the same trends—rings, bracelets and necklaces designed to appeal to what most people like the look of. Jewellery designer Megan Auman found her niche by marrying her talents as a metalsmith and designer, to create pieces that would change how a particular…
Read MoreThe Marketing Should Be Invisible
The vibration you feel when you plug your iPhone in to charge—that’s marketing. The texture of the sheets as you pull back the covers of a hotel bed, jazz playing on a good stereo at the cafe, the ease with which the milk carton opens, daring to have an insane mode—all marketing. We spend a…
Read MoreMaking Things People Want
We are buying fewer pairs of jeans and more yoga pants, eating less gluten and more coconut oil. Trends are not simply a shift in behaviour, they are a sign of a change in the story we want to believe about ourselves. When you develop a product, service or platform it’s not enough to consider…
Read MoreNothing And Everything
“Have you got far to go with those?” the assistant asked, while looking me squarely in the eye, as he was deciding how best to pack my groceries. It was the tiniest gesture, nothing much, and yet it was enough to stop me in my tracks, because it’s not what we’ve come to expect. Nobody…
Read MoreThe Business You’d Want To Visit
Matthew Weiner, the creator of the wildly successful TV series Mad Men carried that script around with him for four years, shopping the idea to whoever would listen. During that time people asked him if he was aware of how uncommercial his idea was before they rejected it. The reason the folks at AMC agreed…
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