Archive for the 'Brand' Category
Can you control the message in social media?
November 6th, 2009Trevor Cook is someone I’ve been following for some time, because of his insights in media and PR. He wrote this (altogether good) article. There was just one quote that got me thinking:
Business needs to keep perspective on social media – Corporate Engagement
The Obama campaign is the current gold standard of this approach – […]
“My 6 year old son could have done that”
October 5th, 2009Anyone in marketing dealing with branding has heard that one before. About a logo design. About a tag line.
Most of the time, it is very hard to argue the point. When you look at the final product of a logo design, or when you read a final tag line, it is probably really simple. Doesn’t […]
Brand Australia - trying to be all things to all people
August 26th, 2009$20 Million. That’s what’s up for grabs to design the next “branding” campaign for Australia. The trade minister, Simon Crean told us that it needs to position us as a place to live, a place to invest, a place to study, a place that is more than just natural beauty. (pic by Ernieski)
First this:SIMON CREAN: […]
The storyline and Chinese whispers
June 27th, 2009Articulating why someone should choose you or your product over someone else’s is hard.
We have an endless array of tools to distribute the story, but often the weakness is not where we tell the story, but how well we tell it. Unless you run a pure online business, (where you get to control the message […]
Food for thought - differentiating in a commodity market
January 29th, 2009A quick story about fresh food and little Aussie battlers.
In Australia the groceries business is largely controlled by two players, Coles and Woolworths. There are many things wrong with that. For example, you can imagine the negotiating power these guys wield over their suppliers. Or their motivation to give you the best products possible.
As a […]
Gordon Ramsay’s Marketing Nightmare
April 4th, 2008Not sure if you watch Gordon Ramsay’s Kitchen Nightmare, (or if it is broadcast in your part of the world) but I’m a little hooked. There is plenty not to like about the show, in particular his tendency to humiliate people to get a point across. What there is to like is that every episode […]
Does digital marketing work for professional services firms?
December 21st, 2007Professional services firms should in theory be one of the most prolific users of the internet and digital media. Their business is about knowledge, ideas and relationships; perfect.
From my observations, they lag behind as an industry online, instead of leading the pack. I asked David Maister, one of the leading international business strategist focused on […]
The Brand Gap - must see slideshow
December 17th, 2007Sometimes other people tell the story so well, you just get out of the way.
Click through to this simple, powerful presentation.
“Director, Differentiation Strategy” is a title at Boeing
November 19th, 2007Boeing Blog: Randy’s Journal: Dashing -8
Randy Baseler, CEO of Boeing and noted CEO blogger writes: “My colleague Blake Emery, who has the unique title of Director, Differentiation Strategy…”
What a great idea. A person whose sole focus is to differentiate the brand, the products and the services from competitors. It’s explicit, it’s on the agenda. I […]
Boom! Brand reputation damaged.
November 8th, 2007We have less than 4% unemployment in Australia. People are screaming for good technicians. The last two web projects I worked on were almost completely driven by the client’s recruitment needs.
Now imagine you are the company in the search result below. Potential customer or employee searches for your brand. The first entry is a company […]
