Posts Tagged ‘brand storytelling’
How To Communicate Your Difference
There is a place where many entrepreneurs, (maybe you) and even global corporations who look like they have got it all together, (maybe yours), get stuck when trying to differentiate themselves in the marketplace. They hit a wall when they begin to articulate what’s unique about what they do and why it should matter to…
Read MoreClose, Closer, Closest
Twenty years ago geography mattered. When there was one grocer in every suburb there was always enough business to go round. Close was an advantage. It’s easy to believe that because digital has dissolved borders, that it has simultaneously diluted advantages. But being close has taken on a whole new meaning. Closer has become more…
Read MoreWhich Would You Choose?
If you could only pick only one of the following, which would you choose? 1. Would you like more people to know about you, your product or service? OR 2. Would you like your existing customers to be blown away by you, your product or service? Awareness doesn’t always scale. But creating difference for your…
Read MoreWhere Are The Holes?
It’s hard to be objective when you evaluate your competitors. When you’re feeling vulnerable there is a tendency to think about all of the things your competitors are doing right and how you don’t measure up against them. The irony is that opportunities are realised and groundbreaking ideas are brought to life by doing exactly…
Read MoreThe New Consumer Relationship
In the days before self-service shopping and before every home had a fridge, the responsibility for daily grocery shopping fell to women. The consumer was someone who came to passively buy what was on offer. While a 1955 focus group could persuade Birdseye to make fish fingers from cod rather than herring—that was where the…
Read MoreTwo Simple Questions Most Content Marketers Forget To Ask
For fifty years marketing was all about pushing. We used advertising to get us closer to our end goal—which was more sales. Today marketing is more about drawing people closer. We use content (amongst other things) to help us build relationships with potential customers. And yet sometimes we forget that we’re no longer marketing like…
Read MoreLessons In Non-Profit Storytelling From The Best In The World
If you think times are tough in a marketing world where you’re actually providing goods or services in exchange for money, spare a thought for the marketers of charities who need to convince us to part with money without wrapping up something for us to take home. One of the biggest challenges non-profits face is…
Read MoreHow Great Products Are Born, Not Made
When you’re designing a product or service it’s easy to believe that making it the best in the world is what gives you a competitive advantage. But the thing about ‘best’ is that it’s subjective. ‘Best’ isn’t determined by you, it’s your customers and users who decide. The truth is that people don’t fall in…
Read MoreThe Myth Of The Digital Shortcut
What Donald Draper wouldn’t have given to be an ‘ad man’ in 2014. No more sitting around in bars scribbling on napkins while watching people going about their business. No more trying to work out what they’re thinking and how they want to feel in order to sell that feeling back to them, for a…
Read MoreFridge Magnet Marketing
Your plumber has probably earned his place on your fridge alongside the chimpanzee magnet your kids brought back from a school trip. His magnet is there because he’s the guy who came out within a couple of hours when that pipe in the laundry burst, causing chaos. You want this guy in your life and…
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