A process for building demand

A process for building demand

Any economist will tell you that scarcity can increase demand for the product and typically the price. We want what we can’t have. The fact that we can’t have something for some reason makes us want it more. On the flip side, we also attribute more value to things...
MARKETING EXERCISE: Obstacle Course

MARKETING EXERCISE: Obstacle Course

Strategy is defined by the obstacles we must overcome. If you have a goal you haven’t accomplished yet, there must be something stopping you from it, even if it’s just laziness. Use this exercise to outline each obstacle individually and identify ways to address them....
EXERCISE: Living your brand values

EXERCISE: Living your brand values

Your core brand values are what your company stands for guides your actions and decisions. However many companies fall into the trap of writing trite and meaningless statements that are common sense, rather than truly differentiating. One company that has crafted...

MODEL: Brand Model Canvas

The Business Model Canvas developed by Alexander Osterwalder and Yves Pigneur is a useful too for developing a concise framework for a new or existing business. Here is a modified version that focuses more on branding and activities to help you in your marketing...
TECHNIQUE: SWOT Analysis revisited

TECHNIQUE: SWOT Analysis revisited

Most people in business are familiar with a SWOT Analysis. You list the internal Strengths and Weaknesses of your company, as well as the external Opportunities and Threats. It’s a useful tool in planning. However, it’s sometimes used in place of planning. Try this...
TECHNIQUE: Brand Narrative

TECHNIQUE: Brand Narrative

There are a few key lines you should always be able to explain about your brand. Complete the following lines and be prepared to recite them whenever someone asks about your company Our core customers are people who need… [what is the problem you’re trying to solve]...