Posts Tagged ‘business’
Getting On Your Customer’s Radar
Many brands believe the biggest challenge they have is creating more brand awareness. If they could only get on the radar of potential customers then many of their problems would disappear. And yet brands like Macy’s and Ralph Lauren that have built awareness for decades are struggling to remain viable. Their biggest problem isn’t getting…
Read MoreThe Way We Do Things Matters
My boys are lucky enough to have eaten pasta in Rome, croissants in Paris and hamburgers in New York. Yet, when the conversation turns to food memories, the one they treasure most is eating potatoes next to the Aga in a friend’s kitchen in Scotland. They remember the story of the potatoes freshly dug from…
Read MoreHow To Reach Your Customers
Here’s how our customer’s time was spent across the various media platforms in 2015. Print 4% Radio 13% TV 36% Internet 22% Mobile 25% Here’s where we spent our dollars trying to reach them. Print 16% Radio 10% TV 39% Internet 23% Mobile 12% While we’re spending money in places where fewer of our customers…
Read MoreWhy People Choose This And Not That
A lifetime ago, before adblockers and Netflix we sat through TV ads that suggested (often questionable) tangible benefits. Washing-up liquids gave us hands as soft as our face, and chocolate makers created treats we could eat between meals without ruining our appetite. These ads sold us a story about how we could be better versions…
Read MoreWhat’s Your Big Idea?
Every great brand leads with one big idea. The big idea is what the brand stands for—it’s core belief. Articulating the big idea is harder than you think, living it every day is even harder than that. The brands that do have a much easier time differentiating themselves from the competition. Here are a few…
Read MoreWhere Do You Want Your Story To Land?
This is the story of two independent bookstores located on the same street, separated by a walkway and three cafes. The bigger store has a more spacious feel. They display most of their books face out in clearly labeled categories. New releases are showcased in easily accessible, neat piles on tables. The whole place has…
Read MoreA Question Of Attention
Have you noticed that more email marketers are trying to attract your attention at the weekend? Many weekly digests now hit inboxes outside office hours in the hope of getting traction when people are less busy. As marketers we’re using every trick in the book to capture attention in order to further engagement, and so…
Read MorePatient Growth
My trusty blender died a couple of weeks ago, or rather I killed the thing with overwork and by overloading. The new blender had a lot to live up to. On the advice of the sales assistant I bought the most powerful one on the market, but was still frustrated by its performance. Why wouldn’t…
Read MoreHedging Your Bets Vs A Stake In The Ground
When we’re having problems articulating our story or making ideas resonate it’s often because we’re afraid of putting a stake in the ground. It seems safer to hedge our bets and easier to be more things to more people, than to commit to choosing who to matter to. When you narrow your focus and stake…
Read MoreThe Value Of Challenging Our Assumptions
It’s 6am, and a passer-by bends down to leave a couple of bananas next to the homeless guy who is turning over in his sleeping bag in the doorway of 7-Eleven. When he wakes, he gathers his things and the few coins in his tin. He drops the fruit in a nearby bin and heads…
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