Posts Tagged ‘success’
The Best Brand Stories
The best brand stories…. Are experienced and felt. Create affinity, not simply awareness. Are perceived in micro-moments that are remembered, long after what’s pitched is forgotten. Give people ways to belong, not just reasons to choose. Are less about what the brand says and more about how the customer wants to feel. In a digital…
Read MoreWhat’s The Endgame?
As anyone who has ever played chess will tell a beginner, every move must have a purpose. You don’t move a piece unless you have a reason for doing so, or before you understand what the next move is likely to be, and the one after that (depending on how your opponent responds). One single…
Read MoreHow Will We Get Them To Like Us?
A more important question to ask and answer is: “Why should they like us?” You can’t ask people to believe in your story without giving them something to believe in. Image by Andreas Ivarsson.
Read MoreHow Winners Win
Do you remember playing musical chairs as a child? As with many games the same people who seemed to ‘have a knack’ or ‘get the hang of it’ always won. I was terrible at musical chairs. I was the kid who hedged her bets, tried to hold on, or scoot around the chairs half sitting,…
Read MoreThe Difference Between Strategy And Tactics And Why You Need To Know
Imagine your business mission and vision as a mountain in the distance. Your strategy is the route map—the path you choose that’s going to take you to that mountain. Tactics are the steps you take on the journey to advance your way along that chosen path towards the mountain—thus realising your vision. MISSION AND VISION—Where…
Read MoreWhat Are Your Competitors Failing To Do?
Like many new mothers Jessica Alba wanted to buy non-toxic baby products, they were incredibly difficult to find information about and source, this inspired her to found The Honest Company. Dave Gilboa lost a $700 pair of glasses and couldn’t afford to replace them, his experience was the seed of an idea that became Warby…
Read MoreWhat Marketing Is Not: 5 Common Misconceptions
When we think and talk about, teach and practice marketing we are often working on the assumption that marketing is one or all of the following: 1. How we make people want things. 2. Tactics, communications or activities designed to get people do what we want them to do. 3. The way we sell something.…
Read MoreThe Marketing Disconnect
Potential customers have unlimited choices and are in no rush to make a decision. You on the other hand, need customers to choose your product or service, and to do it in the quickest time frame possible. It would be easy to believe that because you need more people to choose your product today, you…
Read MoreFive Brand Storytelling Lessons From Jamie Oliver
Who could forget how Jamie Oliver burst onto our screens in the UK almost twenty years ago? While most celebrity chefs of the day adopted the posture of the hero, showing us how to follow their rules to the letter, Jamie made aspirational cooks around the world the hero of the story by making cooking…
Read MoreSocial Media: Just Because You Can, Does It Mean You Should?
To anyone who has ever paid for advertising social media seems like a marketers dream. As entrepreneurs and business leaders who want to attract more customers, it’s tempting to buy into the hype that social media is the answer to our lead generation problems. Now that we can access an audience in digital captivity, why…
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