Utes in the Paddock, Art as a people magnet, attracts over 60,000 visitors a year, at an day value of $129 a day, and has an economic value of $7,740,00 per year to the Central NSW region. This is a brilliant brand concept that conveys the identity of Central NSW culture through a powerful brand … Continue reading
Tagged with point of difference …
Etsy, community marketplaces and the value of scarcity
Etsy – the spoof video In today’s mass commodity market, many things, many cheap things, look the same. Consumer preference is moving away from a manufacturing economy towards one that is based on a community marketplace, like the shift from mass market brands on the supermarket shelf to farmers markets. In the community driven marketplace, … Continue reading
Using social media and events to drive business development
It is interesting talking to the new era of business developers in my professional network about the cunning and at times brilliant ways that social media, both personal and business, drive business opportunity. Only this week I heard a business development executive lament the “old world thinking” of her employer, who still sees business development … Continue reading
Why ‘good enough’ brands are often better
Profound shocks to the world, bring shifts in social norms and value systems. Since the Global Financial Crisis we have been transitioning from an age of plenty to an age of adversity, with this has come a major change in the way we perceive value and in our perceived needs. The movers and shakers of the … Continue reading
The profit from staying focused on your core in a disrupted marketplace
We live in a world where two thirds of businesses are trading in sectors that are restructuring. Newspapers, telemedicine and e-commerce are just some of the sectors that are radically redefining the way they take value to the marketplace. Amid all this turbulence, it has never been more important to return to core of the … Continue reading
Choice overwhelm is making brand simplicity reign
Before media fragmented to the extent it has today, customers were far more predictable. You could get their awareness through a focused choice of mass media and when you did, you could gently nudge them through the brand funnel to purchase. It was a lean, mean, lead generating machine, and all you had to do … Continue reading
Fuzzy brands and the decline of Sony
In April 2012, Sony had doubled its projected net loss for 2011 to 520 billion yen, Sony’s fourth year of consecutive losses. So where did this master of consumer electronics, communications and information technologies loose its way? Sony is besieged by competitive challenge. While Chinese and Korean manufacturers snap at Sony’s ankles, commoditizing Sony’s baseline … Continue reading
Your frontline as co creators of the brand- see how it has made Lululemon the darling of analysts
They stand at the moment of truth, listening to and managing the customer, day in and day out. They often understand intimately the pedals and breaks to a customer sale or a great customer experience. Their buy in to the brand is critical for its successful execution. All this and still, many businesses fail to … Continue reading
Behavioural data allows the brand to wrap itself around the customer’s needs- the Movenbak case study
Watch out for Movenbank who is negotiating entry into retail banking into the US and Australia, with an offer that opens up more choice, that will be deliciously simple for customers and could be dangerously effective for retail banks. Here it is a business model that depends on customer insights at the front end of … Continue reading
To win big your brand needs to change the rules of the game
To be really successful, a business needs to look outside its sector to see how the business can take itself to the next level of value. To reach the next level of value, a business needs to be so different that it radically changes to rules of the game and reinvents the sector. In today’s … Continue reading
