Posts Tagged ‘brand strategy’
The Big Bang Is Overrated
When we imagine our ideal product launch we picture attention, applause and armies of customers beating a path to our door. Successful companies hardly ever launch with a big bang. Most hits begin with the slow and steady iteration of a product or service that’s improved by getting it in front of, and in the…
Read MoreWhat Outcome Are You Designing For?
If we want to eat healthy food we know we need to get into the habit of buying more vegetables. We also know resisting the temptation to put the sugary snacks we love into the shopping cart is how to avoid eating them. Once the fudge is in the kitchen cupboard, it’s too late. We…
Read MoreGood Feedback
The south Dublin café owner is proud of the business he’s growing, and rightly so. In just twelve months he’s built a thriving small business that’s become a meeting place for locals. The kind of place people recommend to their friends. A café people want to return to and talk about. If you spend any…
Read MoreHearts Before Minds
People are creatures of habit. You only have to look at the rituals in your day-to-day to see how patterns permeate life. Think about the things you do on rinse and repeat. The brands you always buy. The supermarket aisles you choose to walk down. The ones you avoid. We have come to believe the…
Read MoreThe Imperfect Plan
In our imaginations, we plan for perfect. Perfect products bought and loved by perfect customers—who only show up on our best days. The days when we are perfect. Of course, the reality can’t always live up to the imagination. So we need to have a plan for when we’re far from perfect. The companies that…
Read MoreWhat Could You Leave Unsaid?
When I was in high school, the geography syllabus required us to study South America for a whole year. One of our teachers who had a special interest in South America decided to make it her business to teach us everything she knew about the continent. Everything. No stone was left unturned, no river basin…
Read MoreReach Is Overrated
Kate Reid wasn’t expecting people to drive across town to wait in long lines when she first started rolling croissants in her tiny Elwood bakery. She wasn’t making pastries for everyone—just for the kind of people who believed and valued what she believes. Everything could have changed when she moved to her-state-of-the-art bakery in Fitzroy.…
Read MoreReadiness Is Underrated
Even though traditional advertising is becoming less effective, it can still teach us about timing. The best marketing messages remind the right people about something they already want to do at the right time. So the millinery advert in the fashion magazine reminds women that it’s spring racing season in November. In December we’ll see…
Read MoreThe Obvious Advantage
The owner of our local organic store has built a thriving business. It’s the go-to place for people from the suburb who are happy to invest in a story about the benefits of eating well. He’s recently opened a new store in another suburb but hasn’t been able to replicate the success of the first.…
Read MoreJust Because You Can
The role of the hotel concierge can be a challenging one. The concierge has to think on his feet. He must immediately earn each new guest’s trust, give people what they don’t always know they want and solve problems on the fly. Some people are better at this than others. The good concierge knows the…
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