B2B social media content marketing offers so many perspectives if just a little thought is invested. Our strategy for Twitter at Hoyne was to show a breadth of knowledge and interests. We researched industry news, actively instigated thought leadership conversations, demonstrated our ability to connect to communities, celebrated case-studies and acknowledged individual achievements. All this within the space of a week. All businesses can drive this with the right team, resources and tools. Be sure to remain mindful of messaging across your channel mix to keep things focused.
It’s the businesses that can assess their culture’s health that have a tendency to produce the best work. It’s the teams, lead by values driven leaders where ego has no part to play, that are the happiest and most productive. Collaborative management, consumer focused products and services, marketing communications which target dialogue and engagement as central to achieving objectives, satisfied and inspired employees – today these form the blue print for business success. Interesting that whichever way you look at it, it all starts internally.
“My definition of a dickhead is a person whose ambition for themselves or their own career is greater than their ambition for the project or team.” Rhys Newman and Luke Johnson, No Dickheads! A Guide to Building Happy, Healthy and Creative Teams.
Nick Sammut, Managing Director, Toast Creative uncovers the complex process of selling the dream.
The property development market is thriving, and as it incrementally changes the face of every Australian city, it’s inevitable that we consider its implications. The current pace of the sector has triggered our personal enquiries about how we want to live and why, while also radically transforming communities culturally, socially and commercially. Understanding these shifts in perceptions and knowing how to tap into the needs and expectations of a specific market are key to our role as a creative agency working in property branding.
Logorama is a 16-minute animated film written and directed by H5/Francois Alaux Hervé de Crécy and Ludovic Houplain, and produced by Autour de Minuit. It won the Prix Kodak at the 2009 Cannes Film Festival and the Academy Award for Best Animated Short Film at the 82nd Academy Awards. It uses no less than 2,500 logos to show the extent to which brands are embedded in our existence. Logorama is of course a visual hyperbole of our daily branded lives yet frighteningly realistic. On viewing this film you realise our relationship with any of these brands rests almost exclusively on consumer action and direct experience.
In the land of brand (in Australia), some practitioners would agree it is enormously restrictive to align the discipline of branding so closely with the “logo”. The weight we assign this particular brand asset may contribute to a brand’s profitability over time by cleverly shifting perceptions, appealing to the visceral and ultimately affecting consumer purchase decisions, but a brand’s actual success is derived from a more complex application of the term. (more…)
My recent discovery of TuShare and Retrash has helped to validate my belief in the concept of collaborative consumption as economically, socially, politically, environmentally and ethically imperative.
If we extract this moral code – where products are consumed through sharing, or an artist’s work is created using pre-existing materials – and ask the business sector to consider how this perspective could be transposed and applied to a commercial paradigm, it may be possible for brands to move closer to a culture of customer centricity, relevance and functionality. Think product ingredients, useability, value-adding. Surely this is the kindest way to profitability. I’d written this prior to coming across a blog article by TuShare’s CEO James Bradfield Moody in which he says:
Brands that successfully sell their purpose, rather than their services, have much more potential to success in driving loyalty and building community over the long term. And a clear and compelling purpose has the potential to give a brand the opportunity to more effectively connect with its core audience and market.
Here’s the link to James Bradfield Moody’s article – http://www.marketingmag.com.au/blogs/collaborative-consumption-and-the-sharing-economy-shaping-the-market-in-2014-and-beyond-47488/#.UxsGG-eSzOc
A broader depth of thinking is on its way. Under-pinning future posts will be my belief in the importance of cultural awareness in management, what constitutes real leadership in the creative sector and the ability to read people’s potential in our world of creative connectivity. Golden hand shakes are long gone – too often they fail to inspire. Relationships are the new sales while confident conversations and collaborative thinkers are the door openers. Can’t wait to share more and grow my readership. Feed me your thoughts. I am hungry for dialogue. Monologues are definitely not my thing.
This post questions whether the quality of brands’ customer service is too often neglected, while the beginning and middle parts of a customer’s brand journey, (more commonly understood to be the customer experience), take not only the marketing spotlight, but the budget as well.
Any of you heard of Alt Group? Or would they prefer ‘the’ Alt Group? You know, the guys that have just won the design category in Australian Creative’s Hotshop Awards.
Creative websites and blogs abound. They come in every size and color offering, well you name it. When you’re not doing a dedicated search, it can boil down to pure luck to find a site that grabs our attention.
Just wanted to share this one with all the creatives out there who may be looking for a similar service or just want some inspiration. FFFFound!’s website says “…it is a web service that not only allows the users to post and share their favorite images found on the web, but also dynamically recommends each user’s tastes and interests for an inspirational image-bookmarking experience!! ” Definitely worth a visit…for everyone.