Tag Archives: Branding

21stC BizDev in 5 Words – What? Who? What? How? Why?

Once I wrote a nice simple, clear post … doesn’t happen often 😀 – 21stC Communication Essentials – Simplicity, Clarity, Brevity You simply must get that inserted into your DNA to succeed in our noisy, overloaded 21stC world.

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Basho should have been a 21stC marketer

Basho should have been a 21stC marketer

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Simplicity.

Easily forgotten.

In a noisy world.

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I was reminded of this recently Continue reading

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Business Development vs Business Growth

This one has been on my mind for a while – I’m not quite sure about it [Are you allowed to say that in a blog? Surely you should present absolute certainty! Ed].  It’s certainly the business/economic koan for the C21st. What do you think?

Marsh Ruby is a great cafe/restaurant in Lower Marsh near Waterloo station in London. They do:

Fresh & healthy, home cooked Indian food.  Served fast!

Sign in Marsh Ruby

Sign in Marsh Ruby

… so they have sussed out the need for a “tweetable” encapsulation of their product/service 🙂  And it is really fresh and un-oily and unlike almost all Indian food in this country.  People like it who “don’t like Indian food”.

So what is the relevance to this post? Continue reading

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Value Encapsulation – the 21stC Key

I resisted this for a long time.  I resisted the “Twitter-isation” of society. So how come I gave in? Why do I now think it’s vital?  Why is it the next 21stC BizDev step which must come after the all-important Value Mining and Refining?

beach-surrender Continue reading

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The Marmite Principle

Personally I can’t stand the stuff but many people love it. Allegedly lol.

marmite

Most of us – corporately or individually – dislike being disliked.  Much of our behaviour is orientated towards not being disliked. Well post-teenage maybe 🙂

However the price of trying to blend in, not stand out, is well we don’t stand out.  Now historically that wasnt a problem as there were jobs aplenty and less over-competition amongst companies and organisations.

Now however its important – in order to get attention and action – that we stand out.  That we move from reasons not to dislike us or our products and services to the possibility of loving us/our products/our services.

If we want to be chosen we need to stand for something.  In standing for something we don’t stand for something else and folks will criticise us or dislike us.  However others will want what we have and will choose us.

The time for being bland and generally likeable has passed.  You (or your products/services) need to be lovable, desirable.

You don’t have to be a purple cow as in the prior post, but you do have to be Marmite.

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