Posts Tagged ‘brand values’
The Key To The Perfect Story
In a world where information and ideas can be shared in likes, swipes and clicks, we have never had a better opportunity to make our stories more visible. With so much for people to pay attention to, we have also never stood a better chance of being ignored. And that paradox sets us off on…
Read More21 Questions For Creators And Innovators
Ideas are easy and free, execution can be painful and costly. Not just because it requires time, effort and resources—but because we often don’t do enough groundwork to get clear about the impact we hope to create. While it’s important to plan for success and mitigate against failure, what’s equally worthwhile exploring is why the…
Read MoreIn Praise Of The Ordinary
We devote a lot of resources to creating the momentous. Dressing the window for the big sales event, crafting the sales pitch for a product launch, planning the grand family celebration—those orchestrated events to remember, where we can shine. The truth is we have the potential to make the most impact in more ordinary moments.…
Read MoreThe False Promise Of Shortcuts
The promise of a shortcut is the most powerful marketing tool you can wield. That’s why we see it used so often and effectively. Diet shakes have done little to make a dent in the obesity crisis, and yet they are part of a thriving multi-billion dollar industry. We all know what works is regular…
Read MoreYou Don’t Need To Compete When You Know Who You Are
Before globalisation, marketing, hair straighteners and the bullworker, our tribal ancestors and village businesses stood out by excelling at their craft. They became known for doing the thing other people in the village couldn’t or wouldn’t do. They were beloved for the way they went about their work. Not much has changed about how loyalty…
Read MoreChoose Delight Over Satisfaction
When a flight is delayed why are the passengers who quietly accept their fate and meal vouchers never the ones who get priority on the next available flight? Our instinct is to acknowledge and take care of the customer who complains the loudest. We work hardest to get the dissatisfied, those unlikely to become raving…
Read MoreThe Rise Of The Interested
It doesn’t seem that long ago since a customer would get personal service at a drapery shop even if she was only buying four buttons for the baby cardigan she’d made. A real conversation ensued and colours were carefully matched. By the time money changed hands the assistant knew who the cardigan was for, when…
Read MoreOnly You
We had a storm on Saturday. More than 20mm of rain in minutes. We lost power shortly afterwards but managed to isolate the problem until we could get Frank, the electrician to come on Monday. He was busy. One of his big contractors had also called him out that day and they were a priority—regular…
Read MoreMore And Less
We sometimes trick ourselves into believing we can have the best of both worlds. A foot in both camps. Full belly and cake on the plate. Working towards a goal means abandoning an alternative worldview. Brands like Mecca Cosmetica, Lululemon and Blue Bottle Coffee thrive because they are crystal clear about their identity. Like them,…
Read MoreGaining The Advantage
This week you answered a customer query and solved her problem. You responded to every email, tweaked your resume and made your case well in the last meeting. You ticked off the things on your to-do list, had a look at your numbers and made solid plans for the weeks ahead. And that’s exactly what…
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