Blog Archives

Brand: positioning, positioning, positioning.

A recent marketing workshop in Melbourne CBD (thank you Basics Bananas!) gave a timely reminder about the importance of positioning when it comes to effective brand and brand strategy.

The clear insight: many businesses who are doing it hard have no

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Brand: its your customer service

Your customer service is an expression of your brand (and vice versa) – remember, brand is all about how you’re perceived by your desired customers – so how are you treating your current customers lately? Why? Because it could make or break your brand.

I’ve said it before and I’ll say it again:

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Corporate Identity: greater than the sum of its parts.

I’m currently developing a workshop at Synkd on the value of creating a compelling corporate identity for small business growth, so I wanted to share some insights.

Perhaps the most important lesson or takeaway, as mentioned in my previous blog and worth mentioning again here, is that many businesses are still

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Brand: identity crisis or perception deception?

Most businesses have been getting the process of brand all wrong.

The following revelation leads us to the ultimate irony of a deep misconception about the perception of ‘brand’ and what it really means in people’s minds.

Where have we been going wrong? Allow me to explain.

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Do you really know your customer? A tool for business growth?

Do you really know your customer? Most businesses think they know their customer pretty well. They roll out superficial demographic facts and stats and are content to leave it at that – point proven – I know my customer.

With many of our Synkd clients, a closer inspection tends to reveal a very different story. It gets vague and hazy very quickly which is why we encourage our clients to

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Brand: it’s all about the belief.

Forget highly creative visual assets, ‘bells and whistles’ website design, FB marketing, PPC, lead generation tools, email marketing, integrated campaigns, an obsession with ‘traffic’, SEO marketing, video marketing or the latest app… the real insight to effectively grow your business is…

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The missing ingredient for brand success?

Brand – it’s a well-known phrase or term these days in business and the boardroom, yet I find brand is still an often-misunderstood concept. This is mainly due, I believe, because it’s such a broad and all encompassing subject that it’s hard to pin down. Brand tends to mean different things to different people. We’re surrounded by it yet often fail to articulate it. It’s therefore of increasing importance and relevance to

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