Posts Tagged ‘spreading ideas’
Rethinking The Great Email Smash And Grab
The world has conditioned us from toddlerhood to understand that ‘most’ is what matters. Even a two year old instinctively knows that having just one more chocolate chip cookie than his sister is a good thing. Life teaches you that the people with the most win and so the quest for more begins pretty early…
Read MoreThe Future Of Branding And Marketing
The great brands of the future, will be built by those who have worked hard to gain the insight that enables them to whisper “we see you” to their customers. Shouting “notice us” just doesn’t cut it anymore. Image by Palo.
Read MoreIntangibles 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 More3 Questions Every Innovator Needs To Ask
Microsoft is discounting it’s ‘Surface’ tablet just to get traction in the market. Even with all their innovation and marketing firepower Microsoft can’t make people care enough to switch, or belong. Innovation isn’t just about making something that works well, (I’ve never used a Surface, but I’m guessing it does). And marketing isn’t about tempting…
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 MoreThe Most Powerful Person In The World
During the summer of 1994 while on a lunch break at his new company NeXT, Steve Jobs struck up a conversation with some of his team in the lunch room about power. Here’s what he told them. “The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda…
Read MoreThe Attention Of Everyone And The Audience Of No One
It’s very tempting to create catch all messages, delivered in a way that will reach the most people. Logic says that if you have the attention of everyone, then you’ve got to reach someone. The problem with aiming for an audience of everyone is that while your message might be seen and heard, it doesn’t…
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