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From the category archives:

Marketing

Creating a Branded Event Theme Park

It’s good to be on the other side of a workshop experience, and two recent events I attended missed out on theming and opportunities to take participants into ‘another world’. Not the world of high-pressure sales, but one that builds on their heightened sense of what’s possible for themselves and their business. The above picture [...]

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A World of Knowledge…

We don’t live in an information age. We live in a knowledge age. My colleague, Jon Ward describes knowledge as ‘practical wisdom’. Unlike mere information, knowledge can be intelligently applied to create desired results. Knowledge has enormous value – when distinguished from the masses of information that overload us every day. Acquiring knowledge is not [...]

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How networking service LinkedIn uses Cialdini’s ‘Influence’ principles to build their list

Robert Cialdini’s classic Influence: The Psychology of Persuasion is widely admired for the simple way it illuminates human behaviour. It’s interesting to see how his 6 principles are used in the growth of networking service LinkedIn.

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Ze Franks cuts straight through the branding hype…

Ze covers brand identity, brand recognition, and brand loyalty. [Warning: some language may offend and ideas will stimulate...]

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How can we better understand customers?

A presentation for staff at Google…

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“If it looks good, it won’t sell…”

True statement by a successful product information person. It’s not that he isn’t making sales, but he’s been convinced (by others) that the home-spun, ‘run off on the photocopier’, cheap spiral binding with design by a 12 year-old actually sells more! My response: this sort of sale is usually generated by sales hype with a [...]

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Everyone wants a ‘fantasy adventure’…

The New York Licensing Trade Show was an indulgent festival of advertising hype – all manner of marketing gizmos for our fantasy lifestyles. And it was a potent demonstration of the enduring power of stories in our lives and how they bring meaning and association to the subconscious corners of the mind. Some of the [...]

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