BackCONSISTENT VALUES AND BEING A PART OF THE COMMUNITY BUILDS TRUST – 3 OBSERVATIONS There is no doubt that displaying values consistent with those of the target market is central to building a strong brand, and even more central to building brand loyalty. Where there is a consistency in the values of the business and its market, ...
FORGET ABOUT HIGHLIGHTING YOUR INTEGRITY
IN REALITY, INTEGRITY IS A SECOND ORDER AND OVER USED ATTRIBUTE – 3 OBSERVATIONS I am an advocate of values. I would argue that it is not possible to build a great brand without having clearly defined values, ensuring those values are aligned with your market, ensuring that your staff are aligned with those values, and ...
YOU MAKE A REALLY BAD RICHARD BRANSON
MOST OF US FIND IT EASIER TO TRUST SOMEONE WHO IS AUTHENTIC – 3 OBSERVATIONS It is perhaps worse in terms of individuals than business, but it is reflected in behaviour relevant to both. We have all met business people who want to be seen as Richard Branson or Steve Jobs. We have all met people ...
YOU PROMISED THE WORLD AND DELIVERED AN ATLAS
IT IS ESSENTIAL TO MANAGE EXPECTATIONS AND DELIVERY – 3 OBSERVATIONS Trust in business is at an all-time low. Consumers just do not trust the vast majority of businesses or business people. Indeed, trust today is almost the exclusive preserve of the helping professions. This makes trust a very real, and powerful, potential strategic competitive advantage, and ...
AUSTRALIAN SERVICE IS GENERALLY CRAP
AUSTRALIAN BUSINESSES STRUGGLE TO EMBRACE SERVICE AS A MARKETING TOOL I have noted previously that service is a potential strategic competitive advantage. In Australia, part of the reason for this is the dreadful standard of service offered by our local businesses. While many talk about service and claim to offer ‘superior service’, very few define what is ...
