Posts Tagged ‘matter’
Intangibles Have A Real World Value
Once upon a time earphones were ‘functional black’, until Apple changed everything by adding a layer of meaning to what was once a commodity worth nothing more than a few dollars. By making earphones ‘accessory white’ Apple gave iPod owners a way to be noticed and to belong. The most famous roof line in the…
Read MoreEmotional Points Of Difference
Singapore’s Changi Airport doesn’t have the most runways (in fact it only has two), but it does have nature trail complete with sunflowers and butterflies. It’s also known as one of the best airports in the world. The tiny bakery in Hastings on Hudson has a rolling pin for a door handle. Even before you…
Read MoreThe New Marketing Mix : 4 Different Ps
The original Marketing Mix was introduced sixty five years ago. It was a framework for considering how to grow a business and gain market share. The mix consisted of four Ps, price, product, promotion, and place, a list of ingredients that every marketer must pay attention to in order to ensure that their product succeeded…
Read MoreThe Competition Isn’t Your Competition
Bread Society is a beautiful artisan bakery in Singapore (the website doesn’t do it justice). At the back of the store the bakers roll, and knead and prove in full view, whilst just in front an assistant packages delectable breads. Self serve cabinets filled with Chocolate Melon Brioche, Honey Lemon Danish and Sundried Tomato Bagels…
Read MoreWhat Are Your Metrics?
It’s easy to count Facebook likes and numbers of Twitter followers. And we’ve found ways to justify the ‘return on investment’ of a billboard that’s passed by 20,000 people every day. It’s easy to advocate for doing things that we can measure. A metric of any kind feels safe, and it’s got deniability built in.…
Read MoreGreat Marketing: Begin With The End In Mind
The owner of my local beauty salon works really hard to make people feel special once they are through the door. She’s made improvements to the business in all sorts of ways since she took it over a year ago. This week I got an email from her, along with all the other people on…
Read MoreReturn On Relevance
Have you noticed how you react lately to unsolicited email or a cold call? Our interruption tolerance threshold is decreasing at a rapid rate and businesses and advertisers know it. In Australia we even have a do not knock register. Are people demanding one where you live? The people you want to speak to decide…
Read MoreThe Fortune Cookie Principle. The Keys To Telling Your Brand Story
I’ve been working to get my new book into your hands for the past nine months, so I’m thrilled to let you know that The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One is now available on Amazon. The Kindle edition is on sale at the…
Read MoreThe Opportunity Of The Disconnection Economy
If there’s one thing I really hate it’s queuing. You too? And we’re not alone. Innovators are spending their time working on projects to make frustrated one-click, 21st century humans worry less about the time they might be wasting, just waiting. There are red traffic lights with countdowns that encourage drivers to be more patient,…
Read MoreYou Don’t Need A Marketing Plan
Every business has a plan. Even if it’s written on the back of a Post-it note. The plan talks about the idea. Who it’s for. How to bring it to market, at what cost and how to get the word out. That final piece of the puzzle is your marketing plan, and yes it’s usually…
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