Posts Tagged ‘brand storytelling’
The Unchanging Nature Of Business
It’s a cool November day in 2014, and a young couple pause on a suburban street to snap a selfie with an iPhone 5C. 90 years earlier in a garden in Warwickshire, England (circa 1925), Arnold and Helen Hogg attach a Box Brownie camera to a long stick and take their selfie. When we think…
Read MoreWhy Do Your Customers Buy?
How thirsty is the college student who pays almost $5 for a Caramel Macchiato at Starbucks? Did the fitness instructor really need to upgrade his iPhone 6 to a 7? Can the mother who religiously gives her kids vitamins each morning prove that they work? When the CEO hires a contract lawyer is she paying…
Read MoreHow To Build A 21st Century Brand
Forty years ago a brand was an identifier. Branding was what we did to the outside of a product or service after it was conceived and created. Brands became tales woven to increase visibility and memorability using design, clever copy, print and TV advertising to make sure the product was known by the majority of…
Read MoreThe Good Marketer’s Dilemma
People (including you and me) often convince themselves that they make logical decisions about what to buy based on things like quality and price. If this were true, then there would be no need for businesses to invest in packaging, design or user experience. Packaging, design and copy tell a story that reinforces a worldview—enabling…
Read MoreWhat’s Missing?
The patisserie opened with great fanfare and then fell flat. The brand had an international reputation, was selling a half decent product in a good location and yet customers didn’t feel like they had a reason to come back. They couldn’t put their finger on it, but the cafe just had no soul. It’s easy…
Read MoreHow To Communicate Value Beyond Describing Features And Benefits
In an attempt to gain the trust of prospective customers we often resort to simply telling them about our product’s features and benefits. While describing value might seem like the easiest way to communicate it, the simplest strategy isn’t always the most compelling one. When value is demonstrated rather than described it immediately becomes more…
Read MoreThe Power Of Story To Find Value
As business leaders, entrepreneurs and marketers we’re used to leveraging the power of story to describe value. We mostly use stories as a tool for telling. Because we believe the way to succeed is to be more vocal and visible, we create campaigns, sales letters, videos and press releases. We craft headlines, posts and tweets…
Read MoreSustainable Attention
The box office was due to open on Monday morning. The first fans took their place at the front of the line at 3 pm on Sunday. By midnight a hundred had gathered, and at dawn, the line snaked around on itself, as people armed with deck chairs and milk crates, queueing for the one-off…
Read MoreBuzzworthy
On my recent travels in country Victoria, I came across an incredible artisan gluten free bakery miles from nowhere. The owners baked only three types of bread. The bakery sold fresh salad rolls and quality coffee on the premises. As we got chatting about how well they had nailed their story, the owner began to…
Read MoreChanging The Customer Experience Narrative
My husband, who is a doctor has been trialling ways to improve the patient experience at the practice where he works one day a week. There are many things about the experience that are out of his control. He can’t control how the receptionist speaks to the patient on arrival, cut the waiting time or…
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