unleash a marketing superpower – connection.

  There is a restaurant in West Perth that I used to frequent weekly and often twice weekly for years. The vegetarian food, personal service, great environment and overall consistency made this a restaurant with which I developed a deep connection. A cordial relationship with staff, including the owner, enhanced this connection. It was my favourite restaurant. In recent months, I have sensed more variability in the quality of the food and the standard of service. Initially, this had little impact on my use of the restaurants. More recently, however, I had an experience where a relatively new staff member behaved arrogantly towards me – directing the blame for an order error to me. While I was happy to take the blame – I did not appreciate the tone. As a result, this one bad experience damaged a connection built over year. While I will give them the benefit of…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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