brand strategy
1,082 posts
On Persuasion
Persuasion is less about making people have a complete change of heart and more about finding common ground.
Make Your Customer The Hero
The best marketers give people something to believe in, not just something to buy.
Faith Vs. Proof
We’re more likely to retain customers, get repeat sales and be recommended by simplifying the decision process.
The One And Only
Competing is a zero-sum game. We succeed when we make peace with the fact that we don’t need to compete when we know who we are.
Better Marketers Show And Tell
Every day, we sell ourselves in adjectives that sell us short. Leader, expert, communicator, specialist, efficient, experienced, better, faster, cheaper. We’ve forsaken the effort of showing, for the convenience of telling. There is a better way. Don’t just tell us about the features and benefits of
Do’s AND Don’t Do’s
It’s worth remembering that it isn’t only what we do that people notice— sometimes it’s what we don’t do that determines our results.
Purposeful Connection
It turns out that we don’t have to build trust and connection on the fly. We can do it on purpose.
Being Heard Is Overrated
It’s easier to be heard when we shout. But being heard shouldn’t be our ultimate goal.
Your Brand Is What You Consistently Do
What you consistently do—every time, without fail, differentiates your business.
Earning A Competitive Advantage
Very few new businesses have an unassailable advantage that makes them the only choice for a prospective customer. Most don’t make measurably superior products or own proprietary software. They haven’t patented a secret formula, and they don’t necessarily have more resources or talent than the next
The Unfair Exchange
‘That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says. As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package. She doesn’t announce…
Better Customers
When we know who we’re building for and what they care about, we get better.
On Being Valued
If we want to be valued for both the skills that differentiate us and the work that brings us joy, then we must find ways to articulate that value to our customers. Better stories create value.
Message Before Medium
Since our objective must always be resonance over reach, it isn’t the medium that should dictate our communication strategy—it’s the message.
Competence AND Character
As individuals and brands, we’re judged by our character, not just our competence. How does your character differentiate you?
Earned Loyalty
We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck. True loyalty is earned, not rewarded.
Better Than Maybe
As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.
Stories Make Us Stronger
We build more resilient families, companies and communities when we know who we are. We get stronger together when we prioritise finding, owning and sharing our stories.
Memorable Marketing
Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.
The Flipside Of Persuasion
Sales and marketing are as much about understanding as they are about persuading.
