Phil doesn’t really care about American Express. Why should he care? I mean it’s just a credit card after all. Sure it’s got a few benefits and features and stuff that other credit cards don’t have, but that’s not enough to make Phil yodel about American Express. Yet recently, Phil’s been yodelling Suddenly, Phil’s become […]
How To Duplicate Ebay’s Stickiness Factor In Your Small Business
It must have been 6:58 pm on Thursday, June 10, 1999. Without warning, Ebay’s site went down. But no one at Ebay broke into a sweat. Back in 1999, Ebay had been down on May 5 (for five hours), on May 20 (for seven hours). And on June 9, after Ebay’s site redesign, the server […]
An Exercise in Branding: Santa’s Website
Been to Santa’s website recently? Before you decide to go clickety, click — Santa doesn’t have a website. You knew that didn’t you? But what if Santa came to you and said, “Hey, I’d like to create a website. Can you help me? So let’s go about creating a brand for ol’ chubster You’d have […]
How Personalisation Creates Instant Attraction
Imagine a 200-pound man, with an overgrown moustache turning up for a speaking engagement in a pink suit, pink shirt, pink tie, pink socks, pink shoes. And holding up a pink coloured folder for good measure. Do you think this guy stood out or fit in? When this ‘pink man’ stood in front of the […]
Why Brand Names Mean Little — And Why Personality Matters More
Do brand names really matter? Are they the first thing you put together when starting a business? You’d think so, right? But in fact, brand names mean little when you’re starting out. Huh? That’s got to be crazy advice, right? The truth is no one really cares about your brand name. You may not believe […]
Why Facebook Is Re-writing Marketing Books
Imagine you had a party that got reported around the world. A party that never took place at all. So here’s what the fictional party looked like. “A birthday party invitation posted on the popular social websites Facebook and Bebo attracted some 400 guests and gatecrashers. The birthday girl, British 16-year-old Jodie Hudson, and her […]
Why A Shiny Nose Alone Doesn’t Create Uniqueness
You’ve heard that Rudolph the reindeer had a shiny nose. You’ve heard of Coke’s secret formula. You’ve heard that a Volvo is a safe car. So which of the above statements are true? And which are false? And how can you tell? What you can tell for sure, is the sense of uniqueness Rudolph has […]
