Posts Tagged ‘brand strategy’
Hope Is Not A Marketing Strategy
There’s a tiny market in Potts Point every Sunday. Each week the stallholders show up and hope. They hope that someone who might be their customer will show up too. The stallholders sell things that a passer-by might want, usually things that they could get somewhere else if they weren’t going to buy it on…
Read MoreYour Customers Don’t Shop To Shop…..
…..they shop to dream. They don’t want stuff. They want to imagine a better version of themselves. What dream are you selling? Image by Maple’s Mamma.
Read MoreDon’t Make Me Click, Make Me Care
There’s no denying it calls to action are important and increasingly so in a world of infinite choices. We have less and less time to give people a reason to choose us. Calls to action matter, not just because we want people to do what we want them to do when they visit our websites,…
Read MoreHow To Be The Best In The World
LEGO® bricks are the best in the world. Competitors have tried to copy them over the years, but nothing comes close to a real LEGO® brick. So what’s the secret? To make a product that good you’ve got to continually obsess about design and production lines and quality control. But what makes LEGO® the best…
Read MoreThe Secret Power Of Promises
Have you noticed that about a month out from Christmas people begin not to be able to promise you anything? “We’ll try to fit you in, but…you know how it is at this time of year. We can’t promise you anything.” Promises are the reason we trust the brands that we trust. Promises are the…
Read MoreThe Question Your Competitors Forgot To Ask
The foundation of many businesses is a simple what. What do we serve and sell, for how much, at what profit margin? Getting stuck in ‘the what’ puts you squarely in the commodities business. If the value you create is purely tangible then you’re not giving people a reason to care about your brand, or…
Read MoreThe Real Reason The Microsoft Store Is Empty
Clues about what matters to people and how their emotions drive their choices are all around us and there’s no better time to see evidence of this in action than during the festive season. Slate recently posted two images that tell two very different brand stories. Both photos were taken on what should have been…
Read MoreWhat Successful People Don’t Do In The Morning…
…or in the evening, or even on weekends. They don’t look for someone else’s secret sauce on a “what successful people do” list, even if there are 730 million search results to tell them how it’s done. It’s easy to confuse other people’s solutions for your answers. You don’t have to be defined by what’s…
Read MorePrice Is A Story We Tell Ourselves
I’m worth it. It might be gone tomorrow. You could make it at home for half that. This is a one off. People pay for intangible value all the time. Consider Uber, “the app that connects you with a driver at the tap of a button” on your smartphone. If you simply need to get…
Read MoreDitch The Business Plan And Write A Letter To Your Future Customer
This might sound like a pointless and obvious exercise that’s easy to do…..so why would anyone bother? I guarantee you, that if more of the forgettable businesses you’ve visited and never been back to, had written this letter (or their own version of it), they’d be one step closer to remarkable. Time to ditch the…
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