Posts Tagged ‘brand story’
Be That
If you say you’re the biggest, fastest, strongest, cheapest, —————est, then be the biggest, fastest, strongest, cheapest, —————est . If you say you’re the best then be that. And the flipside? If you say it, then you set the intention of being it. Which means you have an obligation to go make it happen. Image…
Read MoreWork For Money, Design For Love
My friend David Airey has drawn on his personal experience of building a successful freelance design business. He’s also gathered the business insights of leading designers and creatives and shared it all in his new book. Work For Money, Design For Love. Why I love this book… well the title has a special place in…
Read MoreWho Is It For?
They’ve put a beautiful Christmas tree in the foyer of our local leisure centre. It stands almost three metres tall, complete with the usual baubles and wrapped presents underneath. The tree would be perfect if it wasn’t for the temporary barrier that surrounds it on four sides, (you know the kind, the type with the…
Read MoreThe Rocket Artist
We went to a new cafe by accident today. We were late and didn’t feel like queuing for a table at our regular place. Donny, they guy wearing the apron who came to clear the table recognised we were new and asked how we’d enjoyed the coffee. We struck up a conversation about where they…
Read MoreMarketing Is….
mar-ket-ing noun 1. the act of buying or selling in a market. 2. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing and selling. Actually marketing is….. finding ways to tell the story of what you do so that the…
Read MoreCrafting Your Intention
I met a really passionate financial planner recently who was a bit stuck about how to craft a 30 second pitch to deliver to the people he met at networking events. The problem was that while he was agonising over finding the right words he lost the ability to communicate his intention. If you have…
Read MoreRethinking The Sales Process
The food halls and nail bars were humming last Thursday evening. Apparently when they have a few extra shopping hours people want to do one of two things, grab a bite to eat or have their nails done. The designer clothes boutiques were dead. Not a soul in sight in any of them, apart from…
Read MoreWhat’s The Formula?
There was no formula for being commissioned by Starbucks to design the Red Christmas Cup, so Johanna Basford created one. There was no step-by-step guide to building a brand around ‘delivering wow through service’ before Zappos did it. And yet that’s what we want. The how to, the instructions, the rules we can follow. The…
Read MoreThe Fortune Cookie Principle™
Every idea, innovation, product and service has two elements. The cookie…. the commodity, the utility, the tangible, the facts, the logical benefit. The cookie is the thing you put in the shop window which has a fixed inherent value. Then there’s the fortune, the intangible part of the product or service which is where the…
Read MoreThe Easy Way Out
A $6000 full page advert in a magazine with a readership of 200,000 people might feel like a bargain. All those eyeballs connected to all those credit cards just waiting to discover you. Now all the advert must do is convince people to pick up the phone. Buying ads feels safe, but handing over advertising…
Read More