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.
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.
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.
Why naked people don’t have influence
Mark Twain famously said, ‘Clothes make the man – naked people have very little influence on society.’ In this vlog, Grant explains why.
How did Benjamin Franklin deal with ‘difficult customers’?
Benjamin Franklin almost lost his seat in the US legislature because an opponent of his spoke very disparagingly against him. What he did next, completely reversed the relationship between the two men. In this vlog, Grant explains what he did it and how it can relate to your business.
AI won’t create the next Da Vinci
AI can give you Da Vinci, but not before Da Vinci gave you Da Vinci, and that goes for all other visionaries. In this vlog, Grant explains where AI and creativity go their separate ways.