Posts Tagged ‘brand story’
Paying Attention To The Clues Your Customers Leave
“People tell us who they are, but we ignore it because we want them to be who we want them to be.” — Donald Draper Have you ever watched someone shopping? People touch things that catch their eye. They buy things that are not on their list because something changed how they feel in the…
Read More10 Ways To Make People Fall In Love With Your Brand Without Having Donald Draper On The Payroll
In the 60s there was no distinction between advertising and marketing. Everything has changed. 1. Create something that’s not for everyone. If you’re speaking to everyone you’re getting through to no one. Sanuk, shoes that are not shoes. Dollar Shave Club, shave tech for the enlightened. 2. Make a better product. Create things that look…
Read MoreThe Real Job Of The Genius
On a recent trip to the Genius Bar at the Apple Store I discovered the real job of the Genius. While you might think that the role of the Genius is to fix things, it’s not. The first job of the Genius is to acknowledge your problem and to change how you feel. Chad told…
Read MoreWhat’s Wrong With Business Communication And How To Fix It
Business has got a problem. It’s pervasive, eats away at human connection and strips meaning from our interactions. While trying to be professional and sound more knowledgeable we’re sanitising and jargonising our conversations. This is killing our ability to communicate. So how do we transition from meaningless communication to creating meaningful impact? If you ever…
Read MoreUsing What You Don’t Do To Tell The Story Of What You Do Well
So a customer walks into an artisan bakery and says… “Hey your bread looks great and smells divine, but do you know how hard it is to make a sandwich for my kid’s lunch using those unevenly shaped unsliced loaves? Why don’t you make them in square loaf pans like everyone else?” But since you…
Read MoreSales Is…..
sales noun 1. The exchange of a commodity for money; the action of selling something. 2. A quantity or amount sold. Actually sales is understanding how your customer wants to feel, not what she wants to buy and doing everything you can to get her there. Image by Ed Yourdon.
Read MoreWinning In The Story Economy
Back to my hair salon. Sally shows up on time. She gets through two colours and three trims buy lunch, then waits impatiently for the hands on the clock to turn the next four hours until closing. Carmel makes five minutes to chat to the pensioner who took two buses to get there. She remembers…
Read MoreCredentials And The Fraud Police
If I had a dollar for every person I know who is making a difference doing something they care about yet feels insecure about their right to be doing it, I would be funding a very nice round the world trip. There’s the interior decorator who longed to be a stylist but doubted that she…
Read MoreTina Roth Eisenberg On Trusting Your Gut And Following Your Passion
Have you ever had an idea you thought might work that still hasn’t seen the light of day? If you’ve longed to bring something you’re passionate about to life it might be time to watch the video chat I had with Tina Roth Eisenberg. Tina is a Swiss designer based in New York who runs…
Read MoreThe Death Of Retail. The Symptom Is Not The Problem
Georgina owns and operates a speciality gluten free food store in Brisbane and like many retailers she’s experiencing a problem. Increasingly people are coming to browse but not to buy. The perception is that if I can get it cheaper or faster online why would I make the trip to your store? So Georgina has…
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