Reading Time: 2 minutes It’s amazing who we forget and how quickly. I don’t remember any of the people on the bus last week. Who did I ride home with last Thurday? My mind goes blank. It’s nothing personal – it’s simply that I have no reason to remember them. Or they me. Most brands have the same levels […]
Tag: signals
Always be interesting
Reading Time: 4 minutes Some years back, Paul Dunay wrote a post that has always stuck with me. Be what interests people. To me, that is everything a brand strategy should aspire to, captured in four words. And yes, on the one hand, it seems obvious. But don’t let the simplicity of the statement fool you – because whilst […]
Customer retention isn’t just about more selling
Reading Time: 2 minutes It’s occurred to me recently that the interesting changes in customer attitude that accompany brand commitment are not necessarily on the radar of enough companies.
Tell your customers the history of your attitude
Reading Time: < 1 minute Isn’t this such a great thought? “Don’t build a product, then try to market it. Instead, build a customer attitude, then build a product to match that attitude.” It’s part of an absorbing and insightful article by Graeme Newell on why you shouldn’t focus your advertising around your product.
Brand personality: how does your brand respond to parody?
Reading Time: 2 minutes Talk by Starbucks this week of “next steps” following a Comedy Central prank that parodied their name raises the question of what should brands do when the borax is poked?
The Rule of Three: why profitable brands are usually very big or very small
Reading Time: 3 minutes This article from some time back by Jagdish Sheth and Rajendra Sisodia sheds fascinating light on the business case not just for expanding brands but also shrinking them as well. According to the authors’ “Rule of Three”, the quest for scale is quite literally a race first for dominance and then for survival. But if […]
A simple value equation
Reading Time: < 1 minute Marketers put a price on something and call that its value. They arrive at that amount through a bunch of internal references – cost, margin, goodwill, disbursements … Then they talk about that value as if it is real. It isn’t of course. Value is simply an ongoing judgment call based on this equation:
Coffee to go
Reading Time: < 1 minute I walked into one of my favourite haunts and they were busy – OK, frantic. Waiting staff were running everywhere trying to get things done, serving people they didn’t know, trying to make a good impression. I got my coffee – and nothing else. No hello, no eye contact, no sign of recognition. Just my […]
Building a better business case for brand internally with CFOs
Reading Time: 4 minutes It’s an old bias but a telling one. Finance people accuse marketers of only spending money. Marketers accuse finance teams of only counting it. It’s another re-run of the analytical versus emotive debate yet it has the potential to carry deep bias into decision-making. As Brad VanAuken observed in this article, “I have found that […]
Blinkpoints
Reading Time: 2 minutes Paul Marsden’s piece on “Thinking Fast and Slow” (thanks Hilton Barbour) raised some great marketing implications from Daniel Kahneman’s work that are well worth reading.
Business models as tensions
Reading Time: < 1 minute Jez Frampton once summarised great retailing as the perfect mix of finance, space and brand. I find that such an excellent crystallisation of the inherent tensions in that sector – the need to pack enough of the right branded product into an environment displacing the right number of square feet to deliver customers a great […]
Setting responsible goals
Reading Time: 2 minutes Far from increasing the daylight between itself and another brand, companies that are fixated on achieving an objective can do themselves, their brands and their reputations serious harm. Pushing the wrong boundaries can push a brand over the edge. This is of course anathema to conventional management theory which has preached for some time that […]