Queen Anne Fronts

The quote: Queen Anne fronts, Mary Anne behinds” was once applied to housing estates. Likewise, many businesses build massive facades to attract new clients.

Outsourcing Our Thinking

While outsourcing our thinking to AI on the more minor details of our lives is useful and time efficient, the risk is we develop a subtle reliance on AI that may become problematic when we need to make more…

Not-for-profit labels vs community benefit

Labels have power. Marketers and medical practitioners know this fact. For marketers, a name can conjure up a brand and all that is associated with it, for example, sporting prowess or luxury.

Large library full of books

The Power of your story

We are all tellers of stories. Stories are how we connect with each other. Friendship is built around repeated shared stories because they build and bond the friendship.

The Customer and the Avatar

How up to date is your customer avatar or your ideal customer profile? It is easy in this period post-COVID when we are concentrating on rebuilding as B2B and B2C businesses to go with what we used in the past.

The Ethics of Nudging

Previously, we have emphasised the importance of organisations having a policy on the ethics that guide their marketing. What are the ethical guidelines around nudging, particularly if it is for a client’s benefit?

Wokeness & your Brand

In January this year, Mars, the makers of M & M, announced they were redesigning their M & M’s for a more progressive and inclusive world.

Preparing for Metaverse

The last major technology shift was from desktop to mobile, the next evolution will be from mobile to metaverse.

App Tracking Transparency & Search

Apple has impacted the advertising business with the introduction of App Tracking Transparency (ATT).

Sensory Storytelling

Compelling storytelling is more than good content management.  Storytelling creates trust. 

The Ethics of your Marketing Strategy

Is your marketing strategy backed by a strong policy on ethical marketing practices? In developing our marketing strategies, we think about market impact, consistency of brand recognition…

Creating Client Memories in 2022

Now is the time for businesses and brands to think and plan the memories we want to create for clients in 2022.  Yes, 2021 has just finished and it is tempting to look back with nostalgia on the memories we have…

Value Creation via NFTs

1, we wrote about the increasing awareness of NFT technology after Mike Winkelmann sold an NFT for artwork at an eye-watering $69 million. Since then, the use of NFTs has been expanding from the art world…

The Creeping of AI

The world of AI is here and impacting our lives and influencing decisions in ways we do not consider.  The only attention we give to AI is when there is an exciting breakthrough that makes the news or we see a film…

Maintaining your Desirability to your Clients

In a recent article we raised the importance of your brand’s point of difference.  This is important because your difference makes your brand unique and provides you with a competitive advantage over other…

Game Theory

Businesses use to have one objective, to make a profit. It was comparatively simple; make a profit, keep shareholders happy, and issues about climate, carbon footprint and social responsibility were ignored, or…

The Doors of Perception

The term “Doors of Perception” came from the book written by Aldous Huxley on his psychedelic experiences and was the influence for Jim Morrison to name his band “The Doors”.

Facebook’s Corporate Citizenship

The business pages of the West Australian on Wednesday, 27 October, reported Zuckerberg was riled as a consequence of the bad press received by Facebook due to the documents provided by Frances Haugen…

Content Fatigue

It starts with that dry, gritty feeling in our eyes.  Blinking does not solve it.  In a hypnotic state, our eyes stare at the screen; our minds have the consistency of a wet sponge.  Content fatigue!

Time – Structure or Simplify

For all the time saving devices we have, time always seems to remain in short supply.  A fault perhaps of our perceptions and expectations, rather than anything to do with time itself.

A busy, bustling crosswalk in Japan

Gen Z Marketing

Gen Z is the generation who have never been off-line.  The younger siblings of millennials, they are young people born after 1997. 

How much space do we occupy?

Have you ever thought how much space your business occupies in the minds of clients or customers? Why is this a crucial question? 

Content Marketing for Not-For-Profits

organisations for the need to have an online presence. Like anything worthwhile, it takes a willingness to commit time…

Leveraging design principles to drive your content

When communicating we often focus on the content of the message we want to convey. We want our words to create an impact, to resonate with the reader. Yet in an era where visual communication is…

Content Marketing vs Storytelling

Content is king.  It can also be the Joker. Good content may generate likes, but unless the content we are using is building trust, credibility, and engagement, we are focusing on vanity statistics…

For Profit and Not-for-Profit Nexus in Marketing

In a previous blog we considered the different models of connection between for-profit and not-for-profit organisations that allow them to build strong partnerships to the mutual benefit of both organisations.   Another important area where there can be a nexus between for-profits and not-for-profits is in the area of marketing and communication. Marketing and communication are often a

Woman pondering with UV paint splattered on face

Understanding your data

Do you know what your organisations digital business strategy is?  Are you clear about the value of a digital business strategy for your organisation?

Virtue Signalling

Virtue signalling, a term coined in 2015 has been defined as an attempt to show other people you are a good person by expressing opinions that are acceptable to them, especially on social media.

For Profit and Not-for-Profit Nexus – Models of Connection

In the 70’s and 80’s the gap between for-profit and not-for-profit organisations was fairly clearly determined and articulated.  For-profits existed to provide profit to shareholders or in the absence of…

Space, Silence and Creativity

Music is built on the harmonies of notes.  A statement which, while correct at one level is only half correct because music is also built on the spaces and rests between notes.  It is the balance of both silence…

Nudge Theory

Choosing an apple or banana when paying for petrol because the fruit is where we pay or snacks in a vending machine replaced by healthy choices are examples where customers are nudged in their decision-making process.

Chess vs Checkers

Are you more of a chess or checkers (draughts) player when it comes to planning and implementing a strategy in your organisation?  These boards games generally played amongst friends, unless you play…

Customer Life-Time Value

We give lip service to the importance of customers and clients.  For businesses impacted negatively by COVID, whether we are B2B or B2C, maintaining, and indeed growing a solid base of loyal clients will be the…

Sahara desert

The Chronic Complaining Colleague

We all have off days.  Days where the sky seems metallic grey rather than vibrant blue and smiles have an edge of irritation.  Sometimes, it can be healthy to complain; to vent as it allows us to bring things out into…

Centrality of Clients

In an environment still coming to terms with the impact of COVID, businesses in both B2B and B2C areas are asking themselves, if they can rely on the loyalty of customers they had prior to January 2020? Customer’s priorities have been impacted by the uncertainty and fear they have felt and by losses they may

Stones balancing on top of each other

Rule of 7

The rule of 7 states, it takes 7 interactions with your brand before a person will engage with it and become a client or customer.

Middle Eastern style golden lamps and lights

Daring to be different

Fear creates uncertainty.  Uncertainty creates a sense of dis-equilibrium within us that we try to correct, so we can feel balanced and in equilibrium again.

Image of a decaying Coca-Cola sign in Asia

Clickbait and the damage done

Clickbait is the tactic of teasing users with intriguing ads or posts of your content to entice them to click-through and read.

A vibrant blue ocean wave about to crash

Adapting to Change

One of the quotes ascribed to Charles Darwin is, “it isn’t the strongest of the species that survives, nor the most intelligent, it is the one that is most adaptable to change”.

A high rise building with overflowing greenery

Building an online presence for Not-For-Profits

For the majority of Not-For-Profit (NFP) organisations, one of the consequences of COVID was the impact on service delivery.  A 2020 research project reported 54% of nfp’s had to significantly change the way they provided services, while 17% of nfp’s had to suspend services completely[1].  Only 3% of nfp’s did not have to change their method of

Busy New York Square with advertisments

Communication in an age of misinformation

We need to check our biases and assumptions and know our market, so our messaging has the best chance of cutting through.

Vibrant otherworldly pink trees

Changing the culture, changing the story

Cultures within organisations are often maintained by the accepted practices within the workplace as well as the dominant story of the organisation.

Close up of an Apple mobile phone

The impact of Apple’s recent update on digital ads

On 26 April, Apple introduced its new privacy settings in the iOS 14 update.  A feature called App Tracking Transparency (ATT). 

A street view of the sun setting in a city

Communicating in a segmented market

Developing clarity in our messaging takes time and space to reflect on the unique characteristics of the people to whom we are communicating.  Ironically, as senior managers in organisations we do not believe we have the time to reflect and develop clarity in our messaging or to consider the unique characteristics of the people we

Where to hang your NFT?

Finding hanging space for your recently purchased NFT artwork is not something you need to worry about, for your artwork will in all likelihood never need to be hung.

Man looking out to Golden Gate Bridge

Clarity communicating through confusion

Communication in 2021 is more complex and multifaceted than any other time within the past 40 years, despite having an ever-increasing number of communication platforms available to us,

Street view of a city

Building relationships

In the last article we considered the usefulness of using external experts to conserve the organisations, and our own energy so we can direct it to meet the mission and vision of the organisation. 

Posters on grey wall above wooden desk in natural home office interior with plants and lamp

HOW TO PAUSE, CONNECT AND THRIVE WORKING AT HOME

What an urgent and critical introduction to 2020! From the devastation of the Australian bushfires to the ongoing catastrophe of the global COVID-19 pandemic.

Forest being cut down, renewable resources

Conserving your organisations energy

People are increasingly conscious of their energy use and consumption.  We are conscious of the need to reduce  energy, to conserve and use it  more effectively and efficiently.

A busy, bustling crosswalk in New York

Starting with intent

There is a sense of satisfaction that comes at the conclusion of our shopping escapes, and it’s not always just the shiny new purchase that affirms our behaviour.

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