Archive for the 'Brand' Category
Good, but not as good as you could be
March 14th, 2007I just watched a short video introduction by my new blogging friend Mike Wagner from Ownyourbrand. Mike talks about how in his experience many business leaders don’t have a clear answer to the question “What is your brand?”.
He then does a nice job outlining why it is important for business leaders to be able to […]
On, off, below, above…”line” marketing is dead
March 6th, 2007The old marketing (read advertising) paradigm thinks along lines:
Above the line – broadcast advertising, tv, print etc
Below the line – direct mail, one-to-one marketing, CRM
Online – any internet driven marketing activity or structure
Off-line – any marketing activity that is not using the internet
Its a redundant idea.
Customers see no lines. They don’t care. They are not […]
30 seconds between success and failure
March 2nd, 2007Rands In Repose: A Glimpse and a Hook
On the surface, this post about writing good resumes has little to do with marketing or branding. But it does. A seasoned hiring manager gives us a crisp overview of how he forms his opinion of an applicant in “the first 30 seconds”.
That’s not a lot different […]
A discussion on branding on BlogTalk Radio
March 1st, 2007Yesterday I participated in a round table discussion with some great people talking about brands and branding. It took place on BlogTalkRadio; the people involved were:
Wayne Hulbert, from blogbusinessworld who hosted the show, Mike Wagner - ownyourbrand, Valeria Maltoni - conversationagent, Derrick Daye - brandingstrategyinsider, John Moore - brandautopsy, Drew McLellan - drewsmarketingminute and Mike […]
“The cool change is here”
February 20th, 2007Here in Melbourne, Australia something very special happens after a spell of extreme hot weather (it get’s over 100 Fahrenheit or 40Celsius); a sudden, immediate cool change.
The wind changes from the north (desert wind) to the south (Antarctic) and in minutes everything changes. In an instant the temperature drops by as much as 15C/60F. You […]
First impression disasters - Windows Vista
January 11th, 2007One of the blogs I read, Lifehacker, had this post about a preview of Windows Vista. I love a bit of technology, so quickly navigated to the site to have a look and a play. You would have to assume that this is exactly what the marketing people at Microsoft would have hoped for.
So I […]
Is this the greatest challenge in modern marketing?
November 28th, 2006Do you remember when you had to choose a home loan? Or car insurance? Or a printer? Did you go online? How many choices did you have? Did it make you happy having those choices? Barry Schwartz says it didn’t.
In “The Paradox of Choice” Barry Schwartz tells us that all this choice doesn’t make […]
Why would you call your company SICK?
November 15th, 2006Well, you might call your company SICK if you were German and your customers didn’t speak English… You might if you didn’t think of ever entering international/English speaking markets.
However, these guys have actually built a very significant business in the US and many other overseas countries, so they might argue it makes no difference whether […]
“Marketing” has a brand problem
September 27th, 2006The role of “marketing” is one of those subjects that often raises as many questions as answers. Now if people don’t excactly know what it is that you should be delivering, it is pretty easy to not deliver to a CEO’s expectations.
(I wrote about a related issue, how marketing is rated within an organisation, […]
Just accept it; you’ve got no option
September 12th, 2006I recently tried to sign up for an online banking service with the National Australia Bank. As expected, I was asked to read an agreement, scroll through it and click the “I accept” button at the bottom.
So I scrolled, and scrolled, and scrolled….the “agreement” is the equivalent of 29 pages A4, or almost 12,000 words. […]
