7 Steps to Developing a Powerful Brand Positioning Statement
Most brand positioning statements fail for a reason that has nothing to do with writing. They are written to be agreed with. The draft goes round the leadership team, everyone shaves off the edges that make them uncomfortable, and what comes back is a sentence that no competitor would refuse to sign. “We deliver innovative, client-focused solutions that drive measurable results.” Nobody objects, which is the problem. A statement that nobody could disagree with is […]
How Our Brains Work
My Morning Coffee Routine I want to take some time to explain how marketing, directly and indirectly, impacts consumer behaviour, attitudes, and purchases. This is quite powerful if done right. To help explain this better, I am going to walk through my morning coffee routine to work. Who doesn’t like stories? I wake up in the morning and I am already struggling out of bed. My brain is still in sleep mode and wants me […]
Testimonial Videos – Ultimate Guide
A testimonial video that says “they were great to work with, I would recommend them to anyone” is worth nothing. Everybody has one of those. The viewer discounts it before it finishes, because they know it was selected, edited and approved by the company paying for it. The testimonial that works admits something. It says what the customer was worried about before they signed. It says the part of the project that went badly. It […]
Top 5 Channels – Social Media Marketing for Manufacturing Companies (Stats & Benchmarks)
Most manufacturers approach social media by asking what would be interesting to post. That is the wrong question and it produces the wrong content, which is why so many industrial feeds are stock photography and award announcements nobody reads. The right question is narrower. What can we post that literally nobody else can? For a manufacturer the answer is almost always the thing you find boring, because you see it every day. The line running. […]