Posts Tagged ‘brand strategy’
Good Is The New Average
Meeting expectations was once enough to mark a business out. If every meal was served piping hot, served in a timely fashion, with a smile—the restaurant owner won. Now, efficiency is expected. It’s the minimum requirement for operating any business. Good is the new average. Only the exceptional will survive and thrive. Your goal isn’t just…
Read MoreMaking Sense Of Nike’s Controversial Ad Campaign Decision
Unless you’re an American football fan, you probably hadn’t heard of Colin Kaepernick before August 2016. Kaepernick, an African American, was a quarterback for the San Francisco 49ers when he was propelled into the media spotlight for choosing to sit (then later kneel), during the United States national anthem at the start of NFL games.…
Read MoreKeep Your Eye On The Ball
It was hard not to get swept up by the Serena Williams, US Open final story this week. It was difficult to avoid joining the debate about how it could all have played out differently if only this had been said or that had been done. That time spent thinking about what should have been…
Read MoreThe Art Of Differentiation
One day you will find a design you laboured over, taken and copied or several lines of copy you crafted, used and unattributed. And you will rant and rave until you realise, that there are things you can say and do that can’t be copied because those things are only true for you. We spend…
Read MoreIs The Consumer The Customer?
When the Old Spice ‘Smell Like a Man’ advertising campaign launched eight years ago, it called out an often unspoken truth about sales and marketing. The consumer and the user are not necessarily one and the same. This insight inevitably alters how you tell the story of the products you sell and the change you’re…
Read MoreThe Disciplined Marketer
It’s 6.30 am at the hotel gym, and the guests who are keen to get a workout in before breakfast are lining up. The receptionist is taking their room numbers before admitting them. As they turn to walk away, gym towel and bottle of water in hand, she asks if they’d like to book in…
Read MoreThe Best Fit
Sometimes we take on projects or clients that are a bad fit. Work that doesn’t energise us or customers that don’t value us. It’s hard to pay attention to the reasons why things aren’t working out when you’re knee-deep in the situation. But it’s important to try. We discover how we work best by paying…
Read MoreCulture Creation
Our usual Friday morning workout instructor is on holiday for a month. The first sign that something has changed in his absence is a drop in the number of people who attend. The time slot is the same. The workout is identical. But fewer people are motivated to come. We’re not just getting up early…
Read MoreThe Attraction Retention Conundrum
The line outside the new patisserie snaked around the block. It never seemed to get shorter. The word that they were giving away free muffins on opening day had travelled fast and the owner wasn’t sure she’d have enough for everyone. The launch promotion had worked that was for sure! Now she just had to…
Read MoreShow Your Story
In the early 1960s, a Brooklyn tax clerk, named Jean Nidetch discovered a powerful and underutilised marketing technique. When Jean, who had been overweight for years, lost thirty kilos her friends asked her how she’d done it. She began sharing her diet secrets with half a dozen friends in her apartment. Jean’s diet club soon…
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