Archive | August, 2012

How does your customer use what you sell?

An exercise we don’t do often enough (especially if you sell a service rather than a product) is taking a look at how our customers actually use what we sell them. When you make the time (not take…make) to actually dig into the functionality, the how and where they use it, and what they have […]

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Brand Strategy and Planning Set You Apart

Brand Strategy and Planning Set You Apart Brand dominance sets your company or organization apart from others in today’s globally competitive environment. Yet, having an excellent brand position doesn’t come easily or happen overnight. Brand building is an ongoing, strategic process. Your brand blueprint – vision, positioning and touch points – and your brand voice […]

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The colour purple

Most brands have a signature colour, or colours. There are the single statement colours of red for Coca-Cola, or magenta for T-Mobile, or turquoise for Twitter and the two-colour approach of IKEA, McDonald’s or BP. And even some multi-colour brands, of which Google springs to mind. Some colours are used less than others, especially as […]

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Brand Marketing In A Recession

The world is not flat. Discontinuities characterize everything, and it is in inefficiencies and breaks in the general pattern that exceptions can always be found. This is true in both good times and bad. Recessions are spiky. (So, too, stagnant recoveries.) Downturns hurt a lot of people, but not everybody. In fact, some people even […]

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