Posts Tagged ‘brand strategy’
The New Marketing Mix : 4 Different Ps
The original Marketing Mix was introduced sixty five years ago. It was a framework for considering how to grow a business and gain market share. The mix consisted of four Ps, price, product, promotion, and place, a list of ingredients that every marketer must pay attention to in order to ensure that their product succeeded…
Read More3 Questions Every Innovator Needs To Ask
Microsoft is discounting it’s ‘Surface’ tablet just to get traction in the market. Even with all their innovation and marketing firepower Microsoft can’t make people care enough to switch, or belong. Innovation isn’t just about making something that works well, (I’ve never used a Surface, but I’m guessing it does). And marketing isn’t about tempting…
Read MoreThe Competition Isn’t Your Competition
Bread Society is a beautiful artisan bakery in Singapore (the website doesn’t do it justice). At the back of the store the bakers roll, and knead and prove in full view, whilst just in front an assistant packages delectable breads. Self serve cabinets filled with Chocolate Melon Brioche, Honey Lemon Danish and Sundried Tomato Bagels…
Read MoreWhat Are Your Metrics?
It’s easy to count Facebook likes and numbers of Twitter followers. And we’ve found ways to justify the ‘return on investment’ of a billboard that’s passed by 20,000 people every day. It’s easy to advocate for doing things that we can measure. A metric of any kind feels safe, and it’s got deniability built in.…
Read MoreGreat Marketing: Begin With The End In Mind
The owner of my local beauty salon works really hard to make people feel special once they are through the door. She’s made improvements to the business in all sorts of ways since she took it over a year ago. This week I got an email from her, along with all the other people on…
Read MoreThe Attention Of Everyone And The Audience Of No One
It’s very tempting to create catch all messages, delivered in a way that will reach the most people. Logic says that if you have the attention of everyone, then you’ve got to reach someone. The problem with aiming for an audience of everyone is that while your message might be seen and heard, it doesn’t…
Read MoreOffers Vs. Offerings
Every July, (winter here in Australia, maybe summer where you are) and six months out from Christmas the big chain stores have an all caps ‘TOY SALE’. The toys are unremarkable, and they are marketed in an unremarkable, 20% off, when they’re gone they’re gone kind of way. The lesson is don’t miss out. Next…
Read More10 Things A Brand Does
A brand….. 1. Creates meaning around your product or service. 2. Determines what you sell, where and when. 3. Dictates the price range you can sell at. 4. Influences the kind of customers you can sell to. 5. Changes how people feel about commodities. 6. Sets expectations. 7. Affects the kind of staff you can…
Read MoreMeasurable Or Important
In marketing as in management what we can measure gets done. But do metrics enable us to tick the right boxes, or are we ignoring what’s really important? When I was pregnant with my second son, the local health authority set about improving patient waiting times at antenatal clinics. Performance indicators were set. A nursing…
Read MoreThe 20 Keys To A Brand Story
A brand story is more than a narrative. The story goes beyond the copy on a website, the text in a brochure, or the presentation used to pitch to investors. Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends. The story is a…
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