Posts Tagged ‘brand strategy’
The Easy Way Out
A $6000 full page advert in a magazine with a readership of 200,000 people might feel like a bargain. All those eyeballs connected to all those credit cards just waiting to discover you. Now all the advert must do is convince people to pick up the phone. Buying ads feels safe, but handing over advertising…
Read MorePeople Don’t Buy What You Do
Michael and Phil Farrell knew how to sell steak. They didn’t do it by having an abundance of tasty cuts in their shop window to tempt strangers or passers by who might fancy a t-bone for dinner that evening. No, they did it by knowing the name of every single customer who walked through their…
Read MoreThe Elephant In The Room
John (not his real name) was discussing the features and benefits of a new product he’s bringing to market with me yesterday. He had a niggle, a way which his product worked that other products in the same category didn’t. An elephant in the room. He wondered if this might be a problem. What if…
Read MoreA Better Way To Say It
There’s a little funeral chapel a few kilometres from where I live. A place that’s a far cry from the draughty stone churches I remember from my childhood in Dublin. A beautiful warm room with skylights that allow the sunshine in. It’s surrounded by bush and a cemetery where kangaroos roam and eat the flowers…
Read MoreNo Strings
Alexx saw the sign outside the local gym and decided that there was no excuse. It was just a hundred metres from her front door and was advertising a six week membership for just $99. An opportunity not to be missed. As she signed up Alexx tried to overlook the quiet desperation of the owner.…
Read More6 Questions Every Startup Should Ask
1. What problem are we solving? 2. What need are we fulfilling? 3. Who are we solving the problem for? 4. How are we least like the competition? 5. How do we tell that story? 6. Why this, why us and why now? What questions have you asked yourself? Image by dasmart.
Read MoreThe Shortcut
The secret to overnight success is that there is no such thing as an overnight success. Here’s the formula. DO GOOD WORK x TIME = OPPORTUNITY TO SUCCEED This is how a self-published Kansas mother of three became the number #1 Amazon Business Bestseller in a week when ‘online influencers’ backed by big publishing houses…
Read MoreThe Story Is Your Advantage
“Whoever tells the best story wins.” —Annette Simons This is the whole truth, and it scares all kinds of people, from creators to scientists, fledgling entrepreneurs to established brands. The best man doesn’t always win. It’s not enough to be bigger or better, and that frightens us because our understanding of the world comes from…
Read MoreSpeak Human
The new perspex sign in the toilets of fast food restaurant read… “It is our intent to provide you with the cleanest possible facility. If the room needs attention please notify a Manager.” I stood in the mirrorless bathroom looking at it for some time wondering how this was supposed to make me feel. There…
Read MoreSelling The Facts
Front row seats. That ring in a certain ‘blue box’. 70% dark chocolate. Business class flights. Pumpkins at Halloween. Botox. iPad mini. Frappuccino. 12 months gym membership in January. Free range chicken. The bestseller everyone is talking about. That black BMW. Vitamins. The honeymoon suite. Gluten free bread. Wrinkle cream. Overnight shipping. Black stockings. $50…
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