Posts Tagged ‘meaning’
Which Would You Choose?
If you could only pick only one of the following, which would you choose? 1. Would you like more people to know about you, your product or service? OR 2. Would you like your existing customers to be blown away by you, your product or service? Awareness doesn’t always scale. But creating difference for your…
Read MoreTwo Simple Questions Most Content Marketers Forget To Ask
For fifty years marketing was all about pushing. We used advertising to get us closer to our end goal—which was more sales. Today marketing is more about drawing people closer. We use content (amongst other things) to help us build relationships with potential customers. And yet sometimes we forget that we’re no longer marketing like…
Read MoreWhat Will Change Once The Word Gets Out?
On the day after ‘the word gets out’ about your product or service, will you have a thousand news followers on Twitter? Will the kingmaker call? Will your inbox have ten new client leads? Will your stock be flying off the shelves? Will your business be better? Will your bank balance be healthy enough then?…
Read MoreLessons In Brand Storytelling From The Airbnb Rebrand
I have to be honest, as an Airbnb evangelist and user I felt a little disappointed as I watched the company’s relaunch unfold. Of course I wasn’t viewing the whole thing through the eyes of an impartial observer. Anyone who is an early adopter of something that begins on the fringes wants that thing to…
Read MoreShifting The Focus From Results To Relationships
There’s a problem with how performance is measured by both ourselves and in our organisations. Typically you have a budget and targets to achieve. The purpose of the budget is to make sales go up, or waiting times go down. Our systems are designed to judge and reward us on results. If the campaign you…
Read MoreThere’s More Than One Way To Tell Your Story
In 2004 Chanel paid $33 million for the production of a two minute film which became the most expensive advert ever made. In a post GFC economy that figure seems shocking, but Chanel is one of the most valuable global brands. They have the marketing budget and they’re not afraid to use it. Dropbox was…
Read MoreWho Is Your Customer?
Joan works as a personal trainer at the local gym. She looks old enough to be someone’s grandma, but I don’t think she is. Unlike most women her age who live around here Joan doesn’t wear a wedding ring. She visits the same cafe for breakfast every day, but not at the same time because…
Read MoreRelevance Is The New Remarkable
I will never see the taxi driver who picked me up from JFK again. He doesn’t have to worry that he tried to overcharge me and he doesn’t care if it’s me, or one of a hundred other visitors in the back seat tomorrow. Uber, on the other hand, knows when I last booked a…
Read MoreHow To Write Your Mission Statement And 20 Great Mission Statements To Inspire You
Have you ever noticed how we tie ourselves up in knots and overcomplicate things when we put our business hats on? Your mission statement doesn’t need to be long and complex, it’s simply a promise—your statement of intention. A mission statement needs to clarify the answers to the following two questions: What do you do?…
Read MoreThe Purpose Of Brand Storytelling
Every September while my son was growing up there was a ritual to be upheld. Of course we had the usual beginning of school year things to do and a checklist to follow, but what Adam really cared about more than all of that, was choosing the football boots he would wear for that season.…
Read More