Posts Tagged ‘brand story’
Jimmy Choo Doesn’t Sell Shoes
Jimmy Choo has spent the past fifteen years successfully selling exactly the same thing over and over again and that thing isn’t leather or heels. When a woman holds or covets a pair of Jimmy Choos, she isn’t imagining how the shoes will feel on her feet, she’s fantasizing about how she will feel in…
Read MoreWhy Fascinate?— An Interview With Sally Hogshead
If you haven’t read Fascinate by Sally Hogshead go out and grab yourself a copy. In the book Sally explains how fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire. And by activating the…
Read MoreWhat If You’re Not Selling To Joe?
In a Googleised world it’s now possible to get a logo designed within a few short days for just $40. I know because my friends at the design agency Mat Dolphin wrote a post about it for Creative Review, The £25 Logo. What’s a designer, a freelancer or a creative entrepreneur to do? You’re not…
Read MoreShow Them What You’re Made Of
You could wait around until the CEO rubber stamps your ideas. Your book can gather dust for years until an agent discovers your writing and you can while away a decade in a cubicle wondering when Saatchi and Saatchi will call. Or you can simply show the world what you’re made of and pick yourself.…
Read MoreGiving A Damn Is Seriously Underrated
My boys had a sick rat last week. At the vet’s she was weighed and had her chest listened to. The vet sent her home with an antibiotic and instructions. If she didn’t get better very quickly the outlook wasn’t good. At ten the following morning I got a call from the vet nurse. She…
Read MoreYour Brand Is A Story
I’ll never forget the day my son read his first word. We were living in the UK at the time, I was driving through town that day when he piped up from the back, “that’s Asda”. I whipped my head around and saw him pointing an impossibly tiny finger at the huge ASDA sign towering…
Read MoreWhat If Post-it Told A Different Story?
Everyone knows what Post-its do. You know they come in every colour, all sorts of shapes and sizes, easy peel and super sticky. And yet Post-it keeps telling you that stuff in its marketing. They tell you the things you already know about features and benefits. Stories that don’t mean much, that any brand could…
Read MoreHow To Get Million Dollar Marketing For Just £3
The UK supermarket chain Sainsbury’s just scored millions of dollars worth of marketing for £3 and the price of a postage stamp, by simply employing someone who gave a damn. This is a heart warming story of a customer service employee who used his initiative, didn’t behave like a cog and treated a three year…
Read MoreWhat Is A Brand?
The American Marketing Association defines a brand as, “A Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Brands are much more to us than designs and symbols that differentiate. There are an infinite number of definitions of a brand, here are…
Read MoreWhen What You Sell Isn’t What You’re Selling
Yesterday I skipped the early gym session, packed up my mac book and headed out to the hair salon. This particular salon runs a no appointment system, it’s first-come first-served. So I got there almost an hour before they opened, sat on the floor outside and worked. Ten minutes later another lady arrived, twenty minutes…
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