brand strategy
1,082 posts
Nurture Vs. Growth
It’s virtually impossible to think of building a successful business (or life) without having the intention to grow. But sometimes growth for growth’s sake can be a trap. The idea that we have to make a particular metric go up at all costs can lead to unintended compromises. What if instead of think
A Deliberate Advantage
Voting is compulsory here in Australia. To make it easier for people polling places now open the weekend before election day. Early voting in our state and local council elections opened last weekend. As we lined up at the entrance to the polling place we were met by representatives of all candidate
Becoming Better Storytellers
We’ve all heard the news that attention spans are shrinking. We’ve come to believe that the people we’re trying to reach are always distracted. If that’s so, how do we explain the rise of binge-watching, the success of serialised podcasts and long read articles? What we’re witnessing isn’t just a sh
How We Do Matters
One of the owners of Melbourne’s most iconic café died tragically a week ago. Sisto Malaspina had been serving espresso to Melburnians at Pellegrini’s since 1974. Tributes poured in from across the community about the impact he and his café had on people and the city. The one that struck me was the
This IS Marketing
As I boarded the long-haul flight, I kept my fingers crossed that I’d get some sleep before we landed. So it was a relief when my fellow passenger, Don, declared his intention to do the same. We agreed that we weren’t anti-social, just two pragmatists trying to come away from the journey in the best
The Right Customer
A lot has changed in the six months since I last walked through the Melbourne suburb of Albert Park. New cafes have opened. Others have closed their doors. Some established cafes have queues of people waiting for tables, while several, just a few hundred metres down the street, are empty. There’s no
The Power Of Because
Over several decades our traditional, mass marketing culture taught us that marketing and sales were about finding the angle. Marketing became about getting creative with the truth and being a master of spin. It doesn’t have to be this way. We can choose to do the kind of marketing we’re proud of. W
Missed
If Jason suddenly stopped coaching at our local gym, we would miss how he tries to get the best from everyone, even when we don’t feel like getting the best from ourselves. Plenty of people would miss the energy James and his team create at KereKere cafe, their warm welcome and the intention behind
One Of The Few
Few organisations look past the data to see the humanity of the client behind the numbers. Few companies act as if it’s a privilege to serve their customers. Few people take time to listen twice as much as they speak. Few products are made with love. In a world where we are doing our best…
The Stages Of Change
If you’ve ever tried to quit a bad habit or establish a new one, you know that change takes time. When it comes to creating change in our own lives, we cut ourselves some slack because we know that change is a process. And yet when it comes to our customers, we impatiently hurry them…
The Big Bang Is Overrated
When we imagine our ideal product launch we picture attention, applause and armies of customers beating a path to our door. Successful companies hardly ever launch with a big bang. Most hits begin with the slow and steady iteration of a product or service that’s improved by getting it in front of, a
What Outcome Are You Designing For?
If we want to eat healthy food we know we need to get into the habit of buying more vegetables. We also know resisting the temptation to put the sugary snacks we love into the shopping cart is how to avoid eating them. Once the fudge is in the kitchen cupboard, it’s too late. We…
Good Feedback
The south Dublin café owner is proud of the business he’s growing, and rightly so. In just twelve months he’s built a thriving small business that’s become a meeting place for locals. The kind of place people recommend to their friends. A café people want to return to and talk about. If you spend an
Hearts Before Minds
People are creatures of habit. You only have to look at the rituals in your day-to-day to see how patterns permeate life. Think about the things you do on rinse and repeat. The brands you always buy. The supermarket aisles you choose to walk down. The ones you avoid. We have come to believe the…
The Imperfect Plan
In our imaginations, we plan for perfect. Perfect products bought and loved by perfect customers—who only show up on our best days. The days when we are perfect. Of course, the reality can’t always live up to the imagination. So we need to have a plan for when we’re far from perfect. The companies t
What Could You Leave Unsaid?
When I was in high school, the geography syllabus required us to study South America for a whole year. One of our teachers who had a special interest in South America decided to make it her business to teach us everything she knew about the continent. Everything. No stone was left unturned, no river
Reach Is Overrated
Kate Reid wasn’t expecting people to drive across town to wait in long lines when she first started rolling croissants in her tiny Elwood bakery. She wasn’t making pastries for everyone—just for the kind of people who believed and valued what she believes. Everything could have changed when she move
Readiness Is Underrated
Even though traditional advertising is becoming less effective, it can still teach us about timing. The best marketing messages remind the right people about something they already want to do at the right time. So the millinery advert in the fashion magazine reminds women that it’s spring racing sea
The Obvious Advantage
The owner of our local organic store has built a thriving business. It’s the go-to place for people from the suburb who are happy to invest in a story about the benefits of eating well. He’s recently opened a new store in another suburb but hasn’t been able to replicate the success of the first.…
Just Because You Can
The role of the hotel concierge can be a challenging one. The concierge has to think on his feet. He must immediately earn each new guest’s trust, give people what they don’t always know they want and solve problems on the fly. Some people are better at this than others. The good concierge knows the
