Posts Tagged ‘brand story’
Intangibles Have A Real World Value
Once upon a time earphones were ‘functional black’, until Apple changed everything by adding a layer of meaning to what was once a commodity worth nothing more than a few dollars. By making earphones ‘accessory white’ Apple gave iPod owners a way to be noticed and to belong. The most famous roof line in the…
Read MoreEmotional Points Of Difference
Singapore’s Changi Airport doesn’t have the most runways (in fact it only has two), but it does have nature trail complete with sunflowers and butterflies. It’s also known as one of the best airports in the world. The tiny bakery in Hastings on Hudson has a rolling pin for a door handle. Even before you…
Read More3 Questions Every Innovator Needs To Ask
Microsoft is discounting it’s ‘Surface’ tablet just to get traction in the market. Even with all their innovation and marketing firepower Microsoft can’t make people care enough to switch, or belong. Innovation isn’t just about making something that works well, (I’ve never used a Surface, but I’m guessing it does). And marketing isn’t about tempting…
Read MoreThe Competition Isn’t Your Competition
Bread Society is a beautiful artisan bakery in Singapore (the website doesn’t do it justice). At the back of the store the bakers roll, and knead and prove in full view, whilst just in front an assistant packages delectable breads. Self serve cabinets filled with Chocolate Melon Brioche, Honey Lemon Danish and Sundried Tomato Bagels…
Read MoreThe Most Powerful Person In The World
During the summer of 1994 while on a lunch break at his new company NeXT, Steve Jobs struck up a conversation with some of his team in the lunch room about power. Here’s what he told them. “The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda…
Read MoreOffers Vs. Offerings
Every July, (winter here in Australia, maybe summer where you are) and six months out from Christmas the big chain stores have an all caps ‘TOY SALE’. The toys are unremarkable, and they are marketed in an unremarkable, 20% off, when they’re gone they’re gone kind of way. The lesson is don’t miss out. Next…
Read MoreThe 20 Keys To A Brand Story
A brand story is more than a narrative. The story goes beyond the copy on a website, the text in a brochure, or the presentation used to pitch to investors. Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends. The story is a…
Read MoreWhy Starbucks Wins
You could have made a cup of instant coffee at home for a few cents this morning. Or you could even have splashed out on a flavoured Nespresso, brewed in your kitchen at 60 cents a shot. So why did you go to Starbucks and pay eight times that price for a commodity? A marketer…
Read MoreReturn On Relevance
Have you noticed how you react lately to unsolicited email or a cold call? Our interruption tolerance threshold is decreasing at a rapid rate and businesses and advertisers know it. In Australia we even have a do not knock register. Are people demanding one where you live? The people you want to speak to decide…
Read MoreThe Fortune Cookie Principle. The Keys To Telling Your Brand Story
I’ve been working to get my new book into your hands for the past nine months, so I’m thrilled to let you know that The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One is now available on Amazon. The Kindle edition is on sale at the…
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