Posts Tagged ‘brand story’
Close, Closer, Closest
Twenty years ago geography mattered. When there was one grocer in every suburb there was always enough business to go round. Close was an advantage. It’s easy to believe that because digital has dissolved borders, that it has simultaneously diluted advantages. But being close has taken on a whole new meaning. Closer has become more…
Read MoreWhich Would You Choose?
If you could only pick only one of the following, which would you choose? 1. Would you like more people to know about you, your product or service? OR 2. Would you like your existing customers to be blown away by you, your product or service? Awareness doesn’t always scale. But creating difference for your…
Read MoreHow To Get Attention
Everyone will tell you that in the age of distraction it’s harder than ever to get attention. Actually that’s not strictly true. It’s not difficult to interrupt the rock star as she checks into her hotel to ask for a selfie—just a quick tap on the shoulder, fake smiles and you’re done. It’s easier than…
Read MoreKnowing ‘The How’ Is Not Enough
When that friend you haven’t seen for ages shows up at the party in a figuring hugging dress having dropped two sizes, the first thing you say is, “You look great! The second thing you say is, “How did you do it?” And so it goes when we see evidence of any kind of success…
Read MoreWhere Are The Holes?
It’s hard to be objective when you evaluate your competitors. When you’re feeling vulnerable there is a tendency to think about all of the things your competitors are doing right and how you don’t measure up against them. The irony is that opportunities are realised and groundbreaking ideas are brought to life by doing exactly…
Read MoreThe New Consumer Relationship
In the days before self-service shopping and before every home had a fridge, the responsibility for daily grocery shopping fell to women. The consumer was someone who came to passively buy what was on offer. While a 1955 focus group could persuade Birdseye to make fish fingers from cod rather than herring—that was where the…
Read MoreWhat Lens Do You Use?
I’m a huge fan of Human’s of New York. It’s the kind of generous and rare content on the Internet that makes you grateful, sad and optimistic all at once. Brandon (lying down in the photo above because he is 6’4″ and always wants to get down to the level of his subject), will happily…
Read MoreTwo Simple Questions Most Content Marketers Forget To Ask
For fifty years marketing was all about pushing. We used advertising to get us closer to our end goal—which was more sales. Today marketing is more about drawing people closer. We use content (amongst other things) to help us build relationships with potential customers. And yet sometimes we forget that we’re no longer marketing like…
Read MoreWho Is Responsible For Seeing Your Customers?
When I worked in the stock control department at Tesco thirty years ago, I was partly responsible for making sure there were enough tins of soup available to be bought by the customers who would walk up and down those supermarket aisles the following week. There were people in charge of making sure that shelves…
Read MoreLessons In Non-Profit Storytelling From The Best In The World
If you think times are tough in a marketing world where you’re actually providing goods or services in exchange for money, spare a thought for the marketers of charities who need to convince us to part with money without wrapping up something for us to take home. One of the biggest challenges non-profits face is…
Read More