Posts Tagged ‘brand story’
How Do Your Customers Feel?
When was the last time you stepped into your customers shoes? Sat in your packed restaurant, queued at check in, ordered from your website, read your label, stopped to digest an email you sent, analysed your design brief, slept in your rooms and really experienced what it feels like to do business with you? Every…
Read MoreGo Where The Others Won’t Go
Have you ever watched someone learning to ice skate? Perhaps you’ve been there too? When people are starting out, hopelessly uncoordinated and a bit scared they do what all the other fearful learners do, they cling to the sides for dear life. It feels a little safer there in amongst the pack. Not standing out,…
Read MoreSelling The Benefits
Tell stories, don’t write descriptions. Speak to hearts, not minds. Paint a picture of the effect. Tap into the senses. Illustrate the impact. Describe the joy, the relief, the pleasure. Give people a reason to care. Show them how you’re different. Then let them know why it matters. Image by Cliff Ravenscraft.
Read MoreWhy The Price Doesn’t Always Matter
At the start of the last school year as I stood in a queue I overheard a mother asking an assistant if the $200 calculator she was holding would be coming down in price. The assistant replied that this had been the price for a while, pointing out that the calculator was only required for…
Read MoreMarketing Is All About Values
In 1997 Steve Jobs was unhappy about how much Apple was spending on marketing and about the message the company was communicating. He realised that in an increasingly noisy world the chances for any company to be remembered were diminishing and that Apple needed to get really clear about what it was they wanted people…
Read MoreStory Is The Universal Marketing Tool
Story doesn’t discriminate. It’s not dependent on a big advertising department or celebrity endorsement. It’s the universal marketing tool available to anyone. That includes you. When Target had a store in every suburb. Zappos had a story about delivering ‘wow through service’. When Borders had floor upon floor of books you could touch. Amazon had…
Read MoreA Reason To Decide
She spotted the black dress just as she was about to give up. It was perfect. She imagined how it would cling in all the right places at the party on Friday night. And how she would feel when he spotted her across the crowded room. The reason you buy the dress isn’t the same…
Read MoreDon’t Worry So Much About Awareness
Just the thought of the kind of marketing dollars the big brands will have invested in advertising for the Olympics is enough to make my eyes water. The result, millions of dollars worth of beautifully shot, feel good commercials that probably won’t sell many more phone plans or gold cards. Awareness, not sales is their…
Read MoreApple’s Not-So-Secret Marketing Secret
Why would anyone buy a 13 inch MacBook Air? Why not buy the Pro? It’s faster, has more memory, it’s actually only 700 grams heavier and .7cm thicker (or 2.4cm ‘thin’ in Applespeak) and it costs exactly the same. Why pay a chunk of cash for less of something? When I asked my Twitter friends…
Read MoreThey Miss Us Now We’re Gone
The shopping malls are empty and the big department store owners are worried. They’ve finally got the memo. They realise that they can’t out-stock Amazon, or price match the guy from Seoul selling wallets on eBay. So they’re trying to woo us back with loyalty cards, air miles and faster ways to checkout our less…
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