Look forward and reframe our expectations. How to connect with your customers and shift your business after coronavirus.
After a burst of hectic activity, some organizations finally have time to think about capturing opportunities. But where to start?
Every brand needs a voice. When working with a client, one of the very first places we start is to take a look at their messaging. We’re looking for consistency. We’re looking for effectiveness!
“Time” and “control” are two powerful value propositions. If you give your customers the feeling that they have more time and control they will reward you with their loyalty.
Marketing can be messy. You can strive to get your brand positioning and messaging accurate, but your customers may not always see it that way. The David Aplin Group has a modular brand architecture to help them adjust their value proposition to fit the broad needs of a diverse client base.
The hallmark of a sticky brand is adoring customers. The challenge is standing out, and delivering an outstanding experience. Good does not garner adoring customers. Good is average, and average isn’t worth bragging about.
One stop shopping is not a value proposition, it’s a compromise. Great brands are not all things to all people. Trying to serve everyone is a formula for losing your competitive advantage.
Samsung vs. Apple. Samsung delivers an amusingly biting attack on Apple ‘fan boys’ waiting in lines for technology they’ve “had for a while.” But as amusing as the ads are, they are misguided. Facts don’t sell.
Differentiating a business is often misunderstood. It’s not about logos, websites or taglines. And it’s not about unique selling propositions, and the stories you tell. These things are all wrapping paper. They may indicate what makes your business unique, but they’re...
Brands have a shelf life. They need to be refreshed every three to seven years depending on the industry to stay relevant and desirable. I wrote about this idea a couple weeks ago. Yet it begs the question, why must a brand be refreshed? Brands are updated for two...
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