Brand Less Ordinary: StephenKenn.com – Revealing The Process

The toughest convention to break is the convention of how we (as consumers) buy. We can change the way we do business, the challenge for creators is to change the way the consumer considers their purchase. When you last bought a sofa, what were you looking for? What inspired you to … Read More

Saying ‘Our Product Is Better’ isn’t your value proposition

Being Better Isn't Your Value Proposition

You believe your product is the best on the market. But nobody (those who you’ve built your product for!) is listening. It’s a constant struggle. All the effort has gone into making the product unique. More worthwhile to the end user. But then, we unleash our marketing campaigns with little response. We … Read More

Brand Less Ordinary: UglyDrinks.com – Creating a brand on a mission

Marketing - The Art Of Being Seen

Why did you decide to launch your own brand? It’s a question every business founder once answered with confidence. Usually when the business was fresh and full of vigour. We don’t just fall into business. We spot an opportunity. An unfulfilled opportunity to make something that matters for the people we ‘get’. … Read More

The hook, the hankering and the helping hand

the hook

I don’t believe we’re doing enough to retain our audience’s interest as we create and share our content. For larger businesses, maybe it’s the routine chore of following the editorial calendar? The urgency to ‘get it out’ to meet your weekly deadline. For smaller businesses? Maybe time (yet again) is the biggest … Read More

How do you make what you make matter?

My 4 year old son runs in from school, dives into his craft box and starts making things. It can be anything. Usually involving paper and felt-tip pens. Oftentimes, we’re hearing demands for felt, cardboard and sometimes twigs. He loves making things. His teacher tells us we need to embrace … Read More

The content marketing treadmill

I’m spending a lot of time on the treadmill. I know I should be running outside, it just seems each time I do I tweak a muscle or it’s raining… or… the list goes on. So, the treadmill is the easy option. But there’s a trade-off. The sensation when you … Read More

Find your intersection (where you make your market)

Convention lends a label to the work we do. Lawyers practice law. Painters paint. Designers design. Smart marketers know that growth opportunity lies at the intersection. Where markets meet. Where we create our own label. Scott Brinker commands the space where Marketing meets Technology as the Chief Marketing Technologist Nathalie … Read More

Hey marketers, have you planned your next shot?

When our focus is on the primary conversion there’s a tendency to ignore the micro-conversions – the shots that get you to the final black ball. Read my latest article for practical tips to help you understand the micro-conversions step-by-step