Category:

We are all connected – Myer missed the point when they defended a social media backlash

June 7th, 2013 by

MyerThanks Laurel Papworth for this insightful blog & article in the Australian which inspired this blog.

Myer received a thrashing on social media in early May over the CEO’s negative comments regarding the introduction of the NDIS (National Disability Insurance Scheme) to better fund services for those in the community with disabilities. Bernie Brooks believed that it would impact discretionary spending, which would be bad for Myer’s business / profits.

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Guest Blog: People Are Smart, Webmasters Are Devious

May 2nd, 2013 by

We’ve been encouraging clients to develop and create quality content for all brand touch-points for many years. Despite the lure of the SEO / Search Industry, it just didn’t feel right to try to ‘game the system’. If one of your brand values is honesty, integrity or authenticity how could you then spend energy and time stuffing keywords into low quality content to try to get search engines to rank your site better – you’ll be undermining the brand experience through the inferior content. Gihan Perera has published a great post on this and we are delighted to have permission to share it with you as a guest blog.

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Easy Content Marketing – start with customer questions.

March 26th, 2013 by

We’ve worked with many companies over the past five years to implement effective content marketing strategies – the biggest barrier to implementing this powerful marketing strategy is often something like – oh yes, but I haven’t got time for creating all that content. The truth is you’re creating content in your business every day – every time you answer a customer’s question, respond to an email enquiry, put together a proposal or quote you are drawing on your knowledge of your industry and what works best for a customer in a specific situation.

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Owning your value – one client at a time.

October 9th, 2012 by

iStock_000014189186SmallYou know the moment; you’ve been dreading it. The client or customer says “I really like your product / concept / program, but it’s more than I intended to spend”. What happens in that moment when you feel you’re heading into the unchartered waters of a negotiation that will see you reduce your price? For most people their sense of choice starts to reduce – I need the work, or the sale so I’ll have to put up with them paying less, even though it will mean a reduction in the margin I require to create a sustainable business.

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Details are important. They are part of overall mastery.

May 1st, 2012 by

iStock_000019677014MedMy son recently broke a toe, not a major event unless you’re a serious dancer – which he is. In the rehabilitation process we’ve been supported by some fantastic mainstream and complementary medical practitioners, including the ballet physio.

 

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Vegemite: a lesson in brand story chutzpah!

February 21st, 2012 by

How’s this for a perfect example of a brand connecting with and celebrating a bigger story.

Down under, we celebrate Australia Day on January 26 with a national holiday. This year, I was eating breakfast and doing a bit of lazy jar reading (as you do!) when I noticed this message on the Vegemite label. (For the uninitiated, Vegemite is an iconic Australian breakfast spread).

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Why are Australians spending in Zara and TopShop yet not with our local brands?

February 13th, 2012 by

Online shopping is not the only reason our local brands are challenged.

Shopping in ZaraDecember 2011 was the opening of the first Topshop premises in Melbourne.  Hundreds of people waited in line, in the unpredictable Melbourne weather – some for over 17 hours, just to be first into the new Chapel Street store.  For their trouble the first 20 die-hard shoppers were awarded with a $100 voucher to be spent in Topshop.

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