Being the first airline to introduce back-of-the-seat screens doesn’t compare, emotionally, with the fast food brand where the food is ‘finger-licking good’ – and there is a reason for that.
Logic versus emotion
You can’t draw somebody into really engaging with the logic of your product or service unless you’ve first triggered an emotional response. In this lesson, Bryony Thomas, a consultant and trainer in marketing transformation programmes, explains what she calls, the logic sandwich.
Audience vs Community
Companies often think in terms of audiences, but it’s actually unhelpful and the wrong way to think. In this Vlog, Grant explains the difference between audience and community and, therefore, how your messages can become more relevant and sticky.
Drayton Bird:- What has planning got to do with creative marketing?
If you want your product or service to succeed, you have to make sure that you understand what matters and to what degree. In this lesson, advertising legend, Drayton Bird, explains that before you can be creative, you need to plan like it’s a military strategy.
A Brand Is About Variance Reduction
ALDI’s supermarket proposition isn’t to give its customers a bigger choice of products than any of its competitors, it actually gives them less. In this Vlog, Grant explains that brands like ALDI, Coke, McDonald’s and Heinz enable us to navigate a world where we’re overwhelmed with choice – because a brand is about variance reduction.
How does the shopping experience differ on-line
Internet psychologist, Graham Jones, discusses the differences between the online and offline shopping experience with Grant Leboff
If you do nothing else, do this
How many irrelevant conversations do you have in your business? In this vlog, Grant discusses the real question you need to be asking about your customers – and explains that if you do nothing else, do this.
What kind of content is successful on the Internet?
Grant Leboff, in conversation with Word of Mouth Expert, Steve Barton discussing what kind of content is successful on the Internet.
You can’t talk to a German in Japanese
If you talk to a German in Japanese, they’re not going to understand you, but people do the equivalent in comms all the time. In this vlog, Grant explains that If you don’t speak to people in a language that they understand and can relate to, you’re going to lose them.
How does a company know where to start to innovate?
Costas Papaikonomou, one of the founders of Happen.com, and author of ‘Thoughts from a Grumpy Innovator’, discusses when to innovate and the use of big data in product innovation, with Grant Leboff.