Posts Tagged ‘brand strategy’
Driving Sales, The Gates Effect And Flawed Marketing Vocabulary
Over the weekend a previously out of print business book, which was unknown to many and forgotten by most shot up the Amazon bestseller list. Why when we had previously ignored John Brooks’ Business Adventures were we suddenly snapping up enough copies to make it the #1 bestselling business book on Amazon and #3 amongst…
Read MoreWhat Gap Is Your Business Closing?
Business is all about closing gaps. Closing the gap between aspirations and attainment, intention and achievement, between wants and experiences. Products and services can also close gaps between needs and functionality, innovation and utility, feelings and facts. But perhaps most importantly, what you do closes the gap between dreams and reality, loneliness and belonging and…
Read MoreAre You Using Soft Data To Create Value?
It seems like a no brainer to suppose that local businesses like a cafes, dry cleaners or dental surgeries—the kinds of businesses that serve the same customers week in week out, where the staff have the opportunity to look their customers in the eye, would take advantage of the fact that they look their customers…
Read More3 Simple Ways To Tell A Better Brand Story
Brand storytelling is complex. A brand story evolves over time and is a result of doing many things well. But there are still opportunities to start telling a better story in the short term. Here are three things you can do today to improve your brand story. 1. Create an ideal customer profile When was…
Read MoreAll Of The People, All Of The Time
All around us big vanilla businesses and corporations are struggling to understand how to connect with customers and give people what they want. Businesses like McDonalds are ‘resetting’ and trying to find new ways to improve speed and affordability of their core offerings. Their strategy is to become even faster and cheaper. Meanwhile Mexican food…
Read MoreIntention Is A Competitive Advantage
Having a competitive advantage is not just about being better in ways that can be measured, it’s about understanding your difference and about knowing how that difference will impact the lives of your customers. Great business leaders know what they want to do well and also importantly what they won’t do. While other banks were…
Read MoreWhat Are Your Customer’s Triggers?
We mostly think of buying as an isolated act, something our customers do in the moment. But it’s probably more useful to think of buying as a behaviour. A behaviour is an action or reaction which is triggered and conditioned. We look in the fridge at 8pm and notice that we’re running low on milk,…
Read MoreThe Marketing Shortcut
The fare on sale at the coffee window of our local cafe changes each morning. On Monday homemade protein power balls and muesli bars are strategically laid out to fend off the regret of the weekend’s indulgences. On Tuesday it’s fruit filled muffins and by Friday we’re splashing out with a chocolate covered something. All…
Read MoreThe Business Case For Creating Great Customer Experiences
Saren Indah is a tiny fifteen room hotel in Ubud. It’s hard to stand out from the crowd in a market where amazing seven star resorts line up alongside cheaper than cheap backpacker accommodation. How do you differentiate when you are not the biggest, flashest or cheapest? Saren Indah should be lost in the mediocre…
Read MoreWhy This And Not That?
Why do some shoppers choose to pay $3.48 for a 500g bag of Quaker oats when they can buy a kilo of supermarket own brand oats for $3.29, which works out at less than half the price? Why do we feel better as soon as the doctor, armed with nothing more than a lolly stick…
Read More