Archive for category: Brand Promise

How to Get A Brand Promise Podcast

How do you build a Brand Promise? What tools should you use to build a Brand Promise? In this podcast I talk with Bill Gallagher about the Brand Promise, and how this connects with your Core Customer as well as how we use the Attribute Map to identify what the Core Customer needs. Listen to the podcast below.       View Bill’s podcast on iTunes and subscribe to his other Scaling Up podcasts here.     Read More...

How do you build a Brand Promise? What tools should you use to build a Brand Promise? In this podcast I talk with Bill Gallagher about the Brand Promise, and how this connects with your Core Customer as well as how we use the Attribute Map to identify what the Core Customer needs. Listen to the podcast below.       View Bill’s podcast on iTunes and subscribe to his other Scaling Up podcasts here.     Read More...

3 reasons the VW scandal matters to your business

In the world of business, we are often asked to draw parallels between what enormous global enterprises do, and to consider how we might apply those same learnings to our business. We are told Apple has a strategic advantage having built a ‘walled garden’, and you should have one also. We learn that 3M has innovation within it’s culture and you should have one also. We are led to believe that if Google provides meals for employees, we also should. But we all feel that most Read More...

In the world of business, we are often asked to draw parallels between what enormous global enterprises do, and to consider how we might apply those same learnings to our business. We are told Apple has a strategic advantage having built a ‘walled garden’, and you should have one also. We learn that 3M has innovation within it’s culture and you should have one also. We are led to believe that if Google provides meals for employees, we also should. But we all feel that most Read More...

iiNet ‘country club’ culture begins the death of 1000 cuts

          Today marks the end of the TPG takeover of iiNet with shareholders being paid $9.55 per share as part of the $1.4B acquisition. TPG Executive Chairman David Teoh has said it is their intention to retain the iiNet brand, and that TPG have a lot to learn from iiNet, yet there is no doubt that it is his intent to remove what he views as frivolous spending in a Country Club Culture at iiNet. What we are about to witness is a colossal collision of cultures, where Read More...

          Today marks the end of the TPG takeover of iiNet with shareholders being paid $9.55 per share as part of the $1.4B acquisition. TPG Executive Chairman David Teoh has said it is their intention to retain the iiNet brand, and that TPG have a lot to learn from iiNet, yet there is no doubt that it is his intent to remove what he views as frivolous spending in a Country Club Culture at iiNet. What we are about to witness is a colossal collision of cultures, where Read More...

RedBalloon Brand Promise example

A Brand Promise is a simple promise that your company makes to meet your Core Customers need. Ideally this also differentiates you in the market and is measurable. A quick online search for the phrase “brand promise” trying to find real world examples results in most examples being generic business buzzwords that are meaningless and frankly pointless. Often a waste of good ink. You will find things such as “To provide the best service in our industry” and “To Read More...

A Brand Promise is a simple promise that your company makes to meet your Core Customers need. Ideally this also differentiates you in the market and is measurable. A quick online search for the phrase “brand promise” trying to find real world examples results in most examples being generic business buzzwords that are meaningless and frankly pointless. Often a waste of good ink. You will find things such as “To provide the best service in our industry” and “To Read More...

How is Australia Post in a growth market and losing money?

If one is to take a look at Australia Post on face value it would seem as though it has made a successful transition from Government postal service to a modern , thriving logistics company riding the e-commerce delivery wave, however the recent announcement of a predicted $500m loss and 1,900 job cuts in the midst of an industry boom begs the question why? Australia Post is the longest running Australian government department with origins dating back to 1809 and today with over $6.3 Billion Read More...

If one is to take a look at Australia Post on face value it would seem as though it has made a successful transition from Government postal service to a modern , thriving logistics company riding the e-commerce delivery wave, however the recent announcement of a predicted $500m loss and 1,900 job cuts in the midst of an industry boom begs the question why? Australia Post is the longest running Australian government department with origins dating back to 1809 and today with over $6.3 Billion Read More...

Brand Promise examples: Brand Promises that deliver

Your Brand Promise is the commitment that you make to potential customers that meets their needs and is both unique and measurable. When you consistently deliver on this commitment, it should help you to win more Core Customers by having a deep understanding of what it means to deliver on their needs. What makes a Brand Promise ‘deliver’ is that it is unique and makes you different from the competition. Because if you can’t clearly define what differentiates you from the Read More...

Your Brand Promise is the commitment that you make to potential customers that meets their needs and is both unique and measurable. When you consistently deliver on this commitment, it should help you to win more Core Customers by having a deep understanding of what it means to deliver on their needs. What makes a Brand Promise ‘deliver’ is that it is unique and makes you different from the competition. Because if you can’t clearly define what differentiates you from the Read More...

5 reasons Kogans killer new strategy should worry Coles

You may have missed it this week, but Australia’s largest online retailer Kogan put the gloves on for a fight with Coles and Woolworths with the introduction of their new grocery website Kogan Pantry. And while at first thought Coles would crush Kogan with the online retailer having only 0.9% of Coles revenues last year, there are 5 reasons Coles executives shouldn’t dismiss Kogan so quickly. Moreover, Ruslan Kogan has a proven strategy along with the experience and courage to Read More...

You may have missed it this week, but Australia’s largest online retailer Kogan put the gloves on for a fight with Coles and Woolworths with the introduction of their new grocery website Kogan Pantry. And while at first thought Coles would crush Kogan with the online retailer having only 0.9% of Coles revenues last year, there are 5 reasons Coles executives shouldn’t dismiss Kogan so quickly. Moreover, Ruslan Kogan has a proven strategy along with the experience and courage to Read More...

Fastcat Ferries’ Brand Promise

With ferry disasters too frequently in the news, Rockefeller Habits-student Chet Pastrana has purchased several new $10 million ferries to serve the Filipino people and had Fastcat Ferrie’s three clever brand promises painted boldly on the side of each vessel: Ferry Safe, Ferry Fast, Ferry Convenient (picture below). His BHAG is to connect the Philippine Islands seamlessly with its Southeast Asian neighbors. Chet, it’s a bold and worthy goal – congrats! Read More...

With ferry disasters too frequently in the news, Rockefeller Habits-student Chet Pastrana has purchased several new $10 million ferries to serve the Filipino people and had Fastcat Ferrie’s three clever brand promises painted boldly on the side of each vessel: Ferry Safe, Ferry Fast, Ferry Convenient (picture below). His BHAG is to connect the Philippine Islands seamlessly with its Southeast Asian neighbors. Chet, it’s a bold and worthy goal – congrats! Read More...

Your Brand’s Promise: Make It Wisely

Motek promises to make their customers “Heroes.” Advanced Circuits guarantees the “Quick Turnaround” of custom printed circuit boards. Rackspace promises to deliver “Fanatical Support.” FedEx is promising “peace of mind.” Southwest Airlines has been delivering “low fares” from the very beginning. McDonalds has gone back to “speed.” What is the promise you’re making to your customers that both really matters to them Read More...

Motek promises to make their customers “Heroes.” Advanced Circuits guarantees the “Quick Turnaround” of custom printed circuit boards. Rackspace promises to deliver “Fanatical Support.” FedEx is promising “peace of mind.” Southwest Airlines has been delivering “low fares” from the very beginning. McDonalds has gone back to “speed.” What is the promise you’re making to your customers that both really matters to them Read More...

Seven strata of strategy

The challenge is balancing all the complexities of strategy while keeping it coherent and simple. It’s no secret that the recession has decimated the building industry the last few years. But Jeff Booth’s company, BuildDirect.com, isn’t hurting. It sells building materials at a steep discount through its website, thanks to arrangements to ship directly from manufacturers. “It’s almost like an online Costco of building materials,” says Booth, president and CEO. Expecting his sales Read More...

The challenge is balancing all the complexities of strategy while keeping it coherent and simple. It’s no secret that the recession has decimated the building industry the last few years. But Jeff Booth’s company, BuildDirect.com, isn’t hurting. It sells building materials at a steep discount through its website, thanks to arrangements to ship directly from manufacturers. “It’s almost like an online Costco of building materials,” says Booth, president and CEO. Expecting his sales Read More...

Contact us

We're not around right now. But you can send us an email and we'll get back to you, asap.

Sending

Log in with your credentials

Forgot your details?