Posts Tagged ‘brand values’
The Art Of Differentiation
One day you will find a design you laboured over, taken and copied or several lines of copy you crafted, used and unattributed. And you will rant and rave until you realise, that there are things you can say and do that can’t be copied because those things are only true for you. We spend…
Read MoreIs The Consumer The Customer?
When the Old Spice ‘Smell Like a Man’ advertising campaign launched eight years ago, it called out an often unspoken truth about sales and marketing. The consumer and the user are not necessarily one and the same. This insight inevitably alters how you tell the story of the products you sell and the change you’re…
Read MoreThe Disciplined Marketer
It’s 6.30 am at the hotel gym, and the guests who are keen to get a workout in before breakfast are lining up. The receptionist is taking their room numbers before admitting them. As they turn to walk away, gym towel and bottle of water in hand, she asks if they’d like to book in…
Read MoreThe Best Fit
Sometimes we take on projects or clients that are a bad fit. Work that doesn’t energise us or customers that don’t value us. It’s hard to pay attention to the reasons why things aren’t working out when you’re knee-deep in the situation. But it’s important to try. We discover how we work best by paying…
Read MoreThe Attraction Retention Conundrum
The line outside the new patisserie snaked around the block. It never seemed to get shorter. The word that they were giving away free muffins on opening day had travelled fast and the owner wasn’t sure she’d have enough for everyone. The launch promotion had worked that was for sure! Now she just had to…
Read MoreShow Your Story
In the early 1960s, a Brooklyn tax clerk, named Jean Nidetch discovered a powerful and underutilised marketing technique. When Jean, who had been overweight for years, lost thirty kilos her friends asked her how she’d done it. She began sharing her diet secrets with half a dozen friends in her apartment. Jean’s diet club soon…
Read MoreSell It Like You Made It
The days when you could go down to the Milofsky’s Hardware supplies, and come away with a couple of screws carefully wrapped in brown paper, which were perfect for the job, are long gone. The days when Mrs O’Hanlon didn’t mind taking this heavy glass jar, then that one, down from the shelves of her sweet…
Read MoreTransactions Vs. Experiences
The hotel was nothing to write home about. You couldn’t really fault it either. The facilities, which matched the hotel’s star rating were as described. The room was clean. The bed was comfortable. The staff were efficient and polite. But—you knew there was a ‘but’ coming. The place lacked a spirit of generosity. It had…
Read MoreAnother Time
During a high-intensity workout, the trainer reminds the athlete to treat every set as if it were the last. To train as if this was the only sixty seconds, he would cycle that day. In that moment, with that mindset he increases his effort, his performance intensifies and that changes his results. We often presume…
Read MorePeople Power
When a traveller books a $700 a night hotel room she assumes that she’ll have a five-star experience. She’s expecting more than a better bed, thicker carpets and fancier facilities. When a five-star hotel gets a one-star review, it’s an indication that something went badly wrong. Of course, guests and customers are disappointed for a…
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