Archive for category: Core Customer

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...

Interview with Adele Revella, Author of Buyer Personas

In this short interview with Adele Revella, Author of Buyer Personas, Adele discussed her book and the concept of learning about why customers make purchasing decisions commenting “It’s so simple that it seems crazy that I had to write a book about it…” Some insights from Adele in this interview… People can tell you whether their buyer is make or female or an age bracket, but no one can say why people are buying. Big data isn’t useful for analysing the Read More...

In this short interview with Adele Revella, Author of Buyer Personas, Adele discussed her book and the concept of learning about why customers make purchasing decisions commenting “It’s so simple that it seems crazy that I had to write a book about it…” Some insights from Adele in this interview… People can tell you whether their buyer is make or female or an age bracket, but no one can say why people are buying. Big data isn’t useful for analysing the 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...

The opposite of strategy is auto pilot

In this TEDx talk, Matthew LeRoux at TEDxChemungRiver talks about how he helps farmers and labour by understanding the customers needs, preferences and desires, and create a product to meet those needs and desires. The beauty of it, is that everyone can understand farms, how they work and how specialisation to meet the need of a customer can give you not only the ability to value and and make more profit, but become a champion for your ideal customers. By then becoming a beacon for who you Read More...

In this TEDx talk, Matthew LeRoux at TEDxChemungRiver talks about how he helps farmers and labour by understanding the customers needs, preferences and desires, and create a product to meet those needs and desires. The beauty of it, is that everyone can understand farms, how they work and how specialisation to meet the need of a customer can give you not only the ability to value and and make more profit, but become a champion for your ideal customers. By then becoming a beacon for who you Read More...

The 8 common sense truths of business

Bob Bloom is a Gazelles faculty member and has worked to create brands for leading clients including BMW, L’Oreal, Nestle’, TGI Friday’s, Whirlpool, Southwest Airlines, and T-Mobile. As the CEO of advertising business Publicis Worldwide, Bob is the person brands turn to worldwide to gain market share during the past 40 years and he has written a book entitled The Inside Advantage which lays out practical steps to identify your Core Customer and discover your Who, What, How and Read More...

Bob Bloom is a Gazelles faculty member and has worked to create brands for leading clients including BMW, L’Oreal, Nestle’, TGI Friday’s, Whirlpool, Southwest Airlines, and T-Mobile. As the CEO of advertising business Publicis Worldwide, Bob is the person brands turn to worldwide to gain market share during the past 40 years and he has written a book entitled The Inside Advantage which lays out practical steps to identify your Core Customer and discover your Who, What, How and Read More...

Sharpen your customer focus

The word customer is one of the most overused terms in the business world yet one of the least understood. Like many CEOs, Larry Weinberg thought he knew his customer base – and was marketing to it correctly. His award-winning company, BOWA, which for 22 years has built and remodeled luxury homes in the Washington, D.C. area, considered its main customer the architects who were doing design work on a home and needed a builder’s help on the job. “Yet early last year,” says Read More...

The word customer is one of the most overused terms in the business world yet one of the least understood. Like many CEOs, Larry Weinberg thought he knew his customer base – and was marketing to it correctly. His award-winning company, BOWA, which for 22 years has built and remodeled luxury homes in the Washington, D.C. area, considered its main customer the architects who were doing design work on a home and needed a builder’s help on the job. “Yet early last year,” says Read More...

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