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Planning

A Way With Words

Submitted by Hamish Chadwick on Sat, 18/06/2011 - 12:33

The ingredients of a formidable tagline:

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The Competitive Landscape for 2011 (TCCS #4)

Submitted by Hamish Chadwick on Thu, 28/04/2011 - 23:54

The Competitive Challenge Series (TCCS)

Vol. 1 #4

Each article in this series will help you understand, identify and improve every facet of your branding and messaging that impacts your sales and growth. As always my objective is to deliver strategy and ideas to propel you beyond competitive challenges.

Hamish Chadwick.

This weeks challenge...

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Selling With A Rebate? What's Your Value?

Submitted by Hamish Chadwick on Tue, 24/11/2009 - 11:43

The number of companies that sell products that come with a government rebate that don't offer any compelling value beyond the rebate astounds me.

A subsidy is the market's greatest key average - everyone can offer it.   So why insist on using an average like this as the basis for a marketing message?

If like most of your customers, you believe that you get what you pay for, then a product that is essentially free must have a low perceived value.

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Your Website: Ask Better Questions for Better Outcomes

Submitted by Hamish Chadwick on Sun, 25/10/2009 - 12:48

The most important step in developing a website is planning.  ‘We need a website because our competitor has just updated theirs’ simply won’t cut it, and will be a waste of your time and resources. 

You need to ask questions such as:

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Aligning Design and Business Strategy

Submitted by Hamish Chadwick on Fri, 23/10/2009 - 06:20

A friend of mine was a graphic designer for a new company (Machinery Ltd.) and sought my advice.

The brief he was given was this, he was handed the marketing material and stationery of another company (Consulting Ltd.) and asked to copy its identity.

He had concerns about copyright, and I explained the specific identity problems the company would encounter by copying an identity. This article highlights the complications companies face by trivializing their identity in this way.

This is a real case; the names of both companies remain anonymous.

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