Posts Tagged ‘brand strategy’
Hiding Behind The Truth
I walked into the empty store clutching my receipt and the faulty garment. After one wear and one delicate wash several holes had appeared out of nowhere in the fabric. My ten-day-since-purchase window had expired so I couldn’t get a refund but I was happy to take store credit. The manager examined the holes. She…
Read MoreListen To Your Outliers
Not all women love to shop. I am one such woman. So when I fall in love with a product, they’ve got me for life. That’s just one more decision I don’t have to make in the store. Glasshouse is a product I fell in love with years ago. Their fragrances are amazing, an indulgence.…
Read MoreHow To Scratch Your Customer’s Itch
Speak to the few, the ones who really ‘get it’. Empower them to do what they want to do. Find ways to help them do the things they don’t even know they want to do yet. Tell them the reason you exist. Remember what problem you are solving and spell out how you solve it.…
Read MoreThe Best Brand Stories Are True
As I was overtaken by the van of a solar panel company on the freeway today, I noticed that they weren’t telling the whole truth. If this is the story you’re telling on your website then your company had better be living it too. “It only takes one person to make an eco-conscious difference in…
Read MoreHow Low Can You Go?
There are over fifty yoga studios within striking distance of the affluent Eastern suburbs of Sydney and they’ve discovered a tactic to get bums on mats. Many of them now offer two weeks of unlimited Yoga for just $25, which works well…… for a little while anyway. A savvy Yogi can take them up on…
Read MoreNo Substitute
Late yesterday evening I jumped in my car and did a 35 minute round trip to buy a British made food product that isn’t stocked in most Australian supermarkets. We’ve tried the Aussie versions but there are no substitutes. This is the reason shops selling imported food and drink (at premium prices) exist in Australia.…
Read MoreGo All The Way
A local cafe is trying to tap into the ‘ladies who lunch’ market with a three course ‘ladies lunch special’ on Thursdays. Recently I noticed they’d stuck a handwritten note over the top of their sign which read, “men welcome”. Halfway to the edge is just average poorly disguised. Neither this nor that. If you’re…
Read MoreHow To Sell An Idea With A Better Story
This is the story of Brick Maier who sold a cardboard box and a poster for $49 and got his Kickstarter Project backed within a week all because he knew how to tell a better story. Brick didn’t just tell us about dimensions and weight or specifications and functionality. He framed an ideal and painted…
Read MoreHow Do Your Customers Feel?
When was the last time you stepped into your customers shoes? Sat in your packed restaurant, queued at check in, ordered from your website, read your label, stopped to digest an email you sent, analysed your design brief, slept in your rooms and really experienced what it feels like to do business with you? Every…
Read MoreGo Where The Others Won’t Go
Have you ever watched someone learning to ice skate? Perhaps you’ve been there too? When people are starting out, hopelessly uncoordinated and a bit scared they do what all the other fearful learners do, they cling to the sides for dear life. It feels a little safer there in amongst the pack. Not standing out,…
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