Engage with your customers to share their stories, it’s worth it

Engage with your customers to share their stories, it’s worth it

The messages curated and shared by a brand have, historically, been perceived as the brand story with its loci of control being within the organisation. Customer feedback has been taken in by an organisation and managed. However, with the addition of the digital space...
Brand Story First. Logo Second.

Brand Story First. Logo Second.

Often, when we begin the journey of marketing a brand, the logo is where clients want to start. Looming large on signs or shining out from their screens, once clients realise they are looking to make a change in the way they are seen in the marketplace, they want to...
Leveraging the “Messy Middle”

Leveraging the “Messy Middle”

Exposure surrounds the purchase decision-making process. Google defines exposure as  “…the sum total of all the advertising emanating from a category that you’ve seen or heard…is not a stage, or a phase or a step. It’s an always on, constantly...
Identifying the “Messy Middle”

Identifying the “Messy Middle”

Over time, we’ve evolved in terms of how we’ve used technology to assist us with our buying decisions.  The attributes we used to use to narrow down the range of brands we consider has changed. We don’t want any ‘product name’, we want the one that best meets our...
Welcome to the “Messy Middle”

Welcome to the “Messy Middle”

Gone are the days of receiving a call, a price is agreed and a sale made.  Yet so many salespeople are still living as if this is the case. To stand out, to be remarkable, we have to get comfortable in what Google’s terming the ‘messy middle’. They define it as...