Posts Tagged ‘brand values’
To Do Or Not To Do
We wake every day with solid ideas and imperfect plans. And yet every day we stall. We blame time. We await readiness or motivation, or both. We rationalise about tomorrow being better. We make assumptions about what it takes to be good enough. We allow doubt and uncertainty to take hold. We wait. Forgetting that…
Read MoreMaking A Mark
Regular customers know when Effie has the day off from her job at the city centre convenience store. They sense her absence as soon as they walk in. The coffee machine hasn’t been cleaned. The shelves haven’t been restocked. The music isn’t playing. Customers aren’t stopping to chat. There’s a different energy about the place.…
Read MoreForget Which Way The Wind Is Blowing
When the disco diner opened on a warm Summer night in a flurry of pink neon, accompanied by loud music and cheap booze, the owner felt reassured he’d found his tribe. But as the evenings grew shorter and the nights colder, his confidence began to waver. The evolving messaging on a pair of sandwich boards…
Read MoreBetter Bridges
The design and layout of a department store are deliberate. The sum of a thousand decisions, choices made to optimise the customer experience and maximise profit. Cosmetics on the ground floor, furniture on the top. The fewer people shopping for big-ticket items invest time ascending six floors. You could argue that the customers who go…
Read MoreThe Rise Of The Patient Marketer
The fact that we’re exposed to thousands of marketing messages every day is old news. Our lives are now designed to mitigate against being interrupted by things we don’t care about and never respond to. And yet, we often fail to acknowledge that the people we want to reach feel the same way. If we’re…
Read MoreThe First Marketing Myth
Logic tells us that just because someone is aware of a product or service doesn’t mean they will buy it. We know that people are not short of choices. And yet when it comes to marketing our products and services, we prioritise awareness all the time. Logic goes out the window. We fool ourselves into…
Read MoreWhat’s Your Customer’s Context?
Yesterday I got chatting to Sarah in the street about the sofa she didn’t buy. Sarah, who has three daughters under the age of seven had been looking for the perfect sofa for ages. When she finally found the perfect one she put down a deposit on it and waited for it to arrive a…
Read MoreThe Tyranny Of Checking
There are jobs, and there is work that relies on the professionals checking. We want our surgeons, pilots and firefighters to check and double check. That isn’t the kind of checking most of us do now. It seems that we’ve unintentionally made a career out of checking. We spend many hours a day checking notifications,…
Read MoreThe Ready And Willing
The sandwich boards positioned on the footpath. Posters pasted inside the bus shelter. A pair of charity fundraisers stationed outside the university. All marketing tactics designed with one goal in mind—to make the product, business or cause more visible. The reason our marketing falls flat is that the people we want to serve are not…
Read MoreThe Value Of Goals And Outcomes
We tend to think of goals and outcomes as one and the same. They’re not. Let’s say your goal is to run a marathon. Crossing the line at the end of the twenty-sixth mile is your goal. But the effect of the actions you take by trying to achieve that goal is worth more than…
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