Posts Tagged ‘brand strategy’
The Things You’re Not Measuring
The more data we have the more we think we need. We measure everything from email open rates to foot traffic. We obsess over numbers of followers and rates of growth. And yet we often forget to take stock of the things we’re proud to have done and the ways we’ve made a difference. Here’s…
Read MoreAre Your Business Goals And Actions Aligned?
He pushed the door. It was only when it didn’t give that he noticed the handwritten “back in ten minutes” sign. John was already twenty minutes into his lunch break. He just didn’t have time to hang around to buy the new picture book he’d promised he would read to his daughter tonight. He swore…
Read MoreYour One And Only Shot
Dave volunteered to fill in for another gym instructor at the last minute. He arrived late for class and was greeted by a full house of enthusiastic morning gym goers, weights at their feet, water bottles at the ready. He hit his first obstacle within minutes. The gym didn’t supply the workout music and there…
Read MoreA Question Of Attention
Have you noticed that more email marketers are trying to attract your attention at the weekend? Many weekly digests now hit inboxes outside office hours in the hope of getting traction when people are less busy. As marketers we’re using every trick in the book to capture attention in order to further engagement, and so…
Read MorePatient Growth
My trusty blender died a couple of weeks ago, or rather I killed the thing with overwork and by overloading. The new blender had a lot to live up to. On the advice of the sales assistant I bought the most powerful one on the market, but was still frustrated by its performance. Why wouldn’t…
Read MoreHedging Your Bets Vs A Stake In The Ground
When we’re having problems articulating our story or making ideas resonate it’s often because we’re afraid of putting a stake in the ground. It seems safer to hedge our bets and easier to be more things to more people, than to commit to choosing who to matter to. When you narrow your focus and stake…
Read MoreBrand Storytelling And The Rule Of One
Have you ever wondered why movies like Toy Story are so compelling and successful? The best writers in the world speak to universal human themes—the things that drive every one of us no matter what our worldview is. Compelling storylines work because we see ourselves reflected in the characters. Their story is our story. A…
Read MoreBecause We Can
It’s a brisk Autumn Monday. The city’s lunchtime trams are busy. As we turn into Collins Street the tram driver begins an unscripted dialogue. He tells us that we’re at “the Paris end” of Collins street in the world’s most liveable city, reminding us that this is “no flash in the pan” because Melbourne has…
Read MoreThe Powerful Sales Question We Forget To Ask
It was a busy Saturday morning in the department store. Lucy, the kitchen appliance sales assistant didn’t have a lot of time on her hands. She needed to work as efficiently as possible while ensuring that customers felt seen and heard. Lucy’s first customer was shopping for an electric blender. Like many customers, she felt…
Read MoreThe Three Steps To Articulating Value
It’s tempting to begin with product and service descriptions when you are communicating the value your business creates. Of course, it’s easier to start with what we know for sure. We list features, benefits and specifications—telling the customer as much as we can about ‘the what’. And all the while we’re doing it backwards. Intead…
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