Humans can be simple creatures, we love to generalize and place things into boxes. It makes it much easier to understand our world. While someone may have diverse and complex interests we define people by their role in society. Fred is a plumber, John is a lawyer, everyone has a role to fulfill. City identity is similar. Consumers like to generalize about locations. It seems to me of late that storytellers prefer to have audiences daydream about romance or mysterious discoveries. Marketing cities has therefore become less about the Single Minded Proposition and more about what happens to you when you get there. In advertising it seems to...
Whats a brand without a story?
posted by Hayden Breese
Your brand tells a great true story about your company that deserves to be told well. Leadership brands represent the relationship and common understanding between consumers and companies. When this is done well it is more valuable than any other marketing or management investment. Remarkably, if you are in business and you tell someone you tell stories this might seem to be something bad. I have to come clean and tell you I love stories, especially commercial stories. I am proud to be a master storyteller, a brand magician, stories excite me. Consumers love stories too. Today on Breakfast I watched Brian Richards, an Auckland based Brand...
Brand creation
posted by Hayden Breese
A brand tells a story about your company. When creating that story put yourself in the position of the customer, think about what you would like your customers to think of when they hear your name or see your logo. You should also be developing a set of values with a brand story that elicit...
Focusing your brand
posted by Hayden Breese
It’s easy to get tricked into thinking that the more types of services or products that you provide your customers the better off financially you will be. The more products that you offer your existing client base the more opportunities for making a sale, yes. But we believe that there are...
Thoughts on Brand Bu...
posted by Hayden Breese
A company brand is an idealized representation of self. Physically in its simplest form a brand is best defined by its logo. A brand story is depicted by images and words that imply personality and values. Beyond this brands start to get confusing. For example, we could consider the people,...