LEARN FROM GOOGLE NOT THE DILL NEXT DOOR I am continually reminded of the words of an international high level consultant who said to me – ‘I don’t do business with Western Australian’ businesses because their CEO’s know it all’. Well, if they know it all why are they not as successful in reality as […]

LEARN FROM GOOGLE NOT THE DILL NEXT DOOR I am continually reminded of the words of an international high level consultant who said to me – ‘I don’t do business with Western Australian’ businesses because their CEO’s know it all’. Well, if they know it all why are they not as successful in reality as they are in their heads? Why are they not learning from the likes of Google. In my lead article to this series, I highlighted 6 factors involved in effective branding: Not making assumptions – but truly understanding the consumer. Identification with customers – emotionally and cognitively. Creating rituals – and symbols that add value to the product. Establishing empathy – through relationships and genuine caring. Having strong beliefs – living and advocating clear values. Tailoring messages – to reinforce relevance to your consumer. I would argue that while many Australian businesses do not embrace these…