Archive | July, 2011

How to be creative on purpose

…Do you need to be creative on demand? My job is to be creative on demand. The demands come in all forms.  It might be a strategy session for a client’s marketing plan, writing a print ad that will generate action or keeping the content on my blog, newspaper column or enewsletter fresh and worthwhile. […]

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Am I the brand?

…Is who I am as a person my company’s brand? For many small business owners and solopreneurs, when people think of their business, their mind immediately goes to the person and that person’s attributes become the attributes assigned to the business as well. If you are truly a consultant or solopreneur, that’s probably okay as […]

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Brand Loyalty And The Fall of Borders Books

It’s been said that a good book tells the truth about its hero and a bad book tells the truth about its author. But the liquidation of a 40 year-old bookstore chain ultimately tells the truth about the brand and how it was managed. Last Friday Borders bookstores began liquidation sales at their remaining 399 […]

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Let’s reinvent the wheel

I’ve just downloaded the IPA’s Planning App – Fast Strategy, which is a series of tips for when you get bogged down in a particularly sticky strategic conundrum. If I was to give a hint for this deck, I’m quite keen on “Reinvent the Wheel.” I quite like the subversive idea of turning all those […]

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If you really walked a mile in their shoes…

  …have you really walked a mile in their shoes?   We give lip service to wanting to serve our customers better, but I see so many examples where people clearly didn’t bother to even consider their customer, that I wonder. I’m betting we could walk into any business today and point to things that […]

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Promote your community via crowdsourcing

As many of you know, Gavin Heaton and I co-edited the Age of Conversation series of books — each one crowdsourced with help from marketing and social media practitioners from all over the globe.  Each book is as unique as the contributors but they all three had some things in common: The authors formed a […]

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Creating New Markets Through Brand Ideals

On October 18, 2010, the top story in The Wall Street Journal pronounced, “Apple Inc. posted a 70% surge in quarterly earnings … the latest sign that CEO Steve Jobs’s gamble on consumer gadgets is paying off.” To us, this view seems incomplete. We would argue that because it focuses on the “what” and not […]

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