Posts Tagged ‘brand strategy’
What’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…
Read MoreWhat Are Your Words Designed To Do?
How often have you read website or marketing copy that uses words we’d rarely use in conversation? The real estate agent’s copy describing homes as abodes or residences. The jargon in the consultant’s brochure. The officious tone of the notices in the dentist’s waiting room. We’re often left wondering if the purpose of the language…
Read MoreMore Than
In hard-headed, rational commercial environments where tangible advantages are sought in order to make the books balance, we often overlook the value of our products and services being more than commodities. Everything a customer chooses to exchange time, attention or money for says something about who they are. Purchases are forms of self-expression. What we…
Read MoreChange Making
The story changes the value. The value changes the perception. The perception changes the experience. The experience changes the outcome. The outcome changes the customer. The customer changes the story. Image by Matthias Ripp.
Read MoreThe Power Of Perspective
The brilliant science graduate had a decade of first class education behind her. But the industry she thought she’d been equipping herself to excel in was experiencing a sudden downturn and her hope of finding the work she had trained to do. Her excellent academic record and transferable skills were worthless in the face of…
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