brand storytelling
638 posts
Social 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 d
The First Rule For Making A Better Product
Do you remember a time when you went to dinner at that restaurant everyone was talking about? You probably booked the table days, if not weeks in advance and told friends how excited you were about going. When you arrived the staff were polite, you got a good table and the meal was well cooked.…
The Reasons People Buy From You
“People tell us who they are, but we ignore it because we want them to be who we want them to be.” —Donald Draper, ‘The Summer Man,’ Mad Men, season 4 Our customer’s motivations have two things in common—they are surprisingly few and they are also universal. What’s driving your customer to buy your
No Big Pitch Required
It was nudging 6pm and Kelly was the last customer at the salon on a cold and dark winter evening. As she pulled out her credit card at the point of sale she noticed a discreet, but pretty display of ‘non toxic’ lipsticks and commented on the gorgeous colours. The therapist showed her the colour…
Is Brand Storytelling Dead?
When Shaun sent through a link to an article declaring ‘storytelling dead’ and asked me to comment, I wasn’t at all surprised to read what followed. The piece suggested that because attention spans are shrinking your customers don’t have time to pay attention to your story. Here’s a snippet of the r
The Ideal Customer
The ideal customer Doesn’t worry about what the product costs. Tells her friends about your service. Gives you her undivided attention. Would never consider switching. Always listens when you talk. Doesn’t question the facts. Has an abundance of time. Believes your story. Shares your values. Never c
What’s Your Customer’s Worldview?
It was 10 am and the queue at the cafe serving coffee that’s less than 48 hours out of the roaster was ridiculously long. The line moved impossibly slowly, and yet not a single person left it to go to one of the many cafes that could serve them a forgettable drink in moments. Leaving…
The Premium Story
It was just a short internal flight, you barely enough time to get comfortable in your seat—46 minutes to be exact. That didn’t stop the guy who had mistakenly been ‘downgraded’ from business class to economy from blowing a gasket. He complained loudly, his finger stabbing in the direction of the ga
The Purpose Of A Billboard
The purpose of a billboard is to interrupt as many people as possible, to create awareness not necessarily impact, to broadcast instead of engage. I’ve passed a lot of forgettable billboards, pleading from the side of highways on my travels this week—maybe you have too. The only ones that left any k
Traditional Marketing Vs. New Marketing
We recoil from the traditional marketing tactics that we are exposed to every day. We install ad blockers and put up barriers that help us to keep interruptions at bay. We recognise poorly thought out marketing strategies in a heartbeat, and yet when it comes to marketing our own products and servic
Amplify The Good
As soon as she handed the keycard for the upgraded room to the formerly disgruntled (now beaming) guest, the receptionist smiled and handed her a second card. Her eyes held those of the woman who had been complaining loudly only five minutes before. “Would you please consider giving us a review on T
Reasons To Choose
Reasons are at the heart of all marketing. Our marketing aims to give people reasons to choose—an explanation or a nudge about why they should buy. The biggest mistake we make is failing to match our reasons with the potential customer’s motivations. Your most important job as a marketer isn’t to te
Betting On Maybe
There are many reasons why Melbourne has been crowned World’s Most Liveable City four years running—great coffee is just one. It’s impossible to walk a hundred metres in any direction without stumbling on a place to grab a ‘good enough’ macchiato, so there’s a lot of competition in the coffee busine
What Does This Advertising Do?
It’s easy to erect a billboard that broadcasts to everyone—far harder to build a bridge to meaningful engagement with the people who matter. If it’s not helping you to get closer to your customers then it’s not worth doing. Image by Daniel.
Two Ways To Market
Which marketing is more effective? “Let me tell you about our best ever chocolate cake. All of the ingredients are sourced locally. The butter is hand churned from the milk of Brown Swiss cows and the eggs were freshly laid this morning. We use fair trade organic cacao and the finest quality Belgian
The Secrets To Consistent Marketing
Consistent marketing… Demonstrates a clear understanding about who the product (and thus the marketing) is for. Focuses on the change being created for the customer rather than on what is being sold. Aligns with and reinforces the company’s purpose beyond a single bottom line. Communicates love for
The Win Loss Mindset
Trade shows are interesting. You pay for the opportunity to set out your stall and market your wares to a generic, gender or interest demographic. It’s a game of hope and pitch, with a lot of waiting and rejection in between. For every person who buys something another ten walk past—unmoved and unca
Marketing Is How It Feels
In a recent article I read that “….aside from a few television spots and billboards here and there, Apple pretty much ignores marketing and advertising.” This is simply not true. EVERYTHING Apple does, from the massive investment in package design that creates scissorless, video-worthy unboxing expe
Awareness Is Overrated
Every entrance and exit to the market was in lock down on Saturday. The footpaths, walkways and zebra crossings we each covered by teams of two volunteers shaking collection tins and asking for donations. Several over-enthusiastic volunteers stepped out into the path of oncoming pedestrians to make
How To Be Valued In Any Marketplace
Mike is ‘in sales’. He takes care to dress well, to tone down his tie and give a firm handshake. He begins every conversation with a prospective client by first introducing himself and then sharing his perspective about why he’s there. It’s no surprise that Mike is met with hundreds of rejections ea
