Guide Speak Human: Outmarket the Big Guys by Getting Personal

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Stage 1: Idea
Contents:
  1. Top Authors
  2. Small is powerful
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Your comment. Vancouver will bring together some of North America's most acclaimed culinary talents on Friday, November 8th.

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The Lux Assemblage designer is one of the incredible line-up of participants in this year's Address Assembly Sept. If you smell something new and amazing in Chinatown today it's probably this new spot tucked away inside Chinatown House. An agenda of the things we are doing, wishing we could do, or are conspiring to do in Vancouver from Sept. We put together a list of our favourite steak spots around the city and invite our readers to rank their deliciousness.

Rank them with your picks! An agenda of the things we are doing, wishing we could do, or are conspiring to do in Vancouver from Aug. Search Search.

Top Authors

Scout List. By Andrew Morrison. Mar 17, There are 2 comments Love this column. Please keep writing it. The Scout List. Email Address Sign Up. Local Events. Sep 20, Community News. Sep 19, Sep 18, Sep 16, You Need To Try This. Mar 20, Scout Mar 16, Condition: Brand New. In Stock. Seller Inventory Ships with Tracking Number! Buy with confidence, excellent customer service!. Seller Inventory n. Eric Karjaluoto. Publisher: smashLAB Inc , This specific ISBN edition is currently not available.

View all copies of this ISBN edition:. Synopsis About this title You like to think that your company would succeed if it were bigger. Review : "This is a wonderful book, full of important insights not only about design and marketing but about the ways in which people interact with the objects, communities and environments they share. Buy New Learn more about this copy. Customers who bought this item also bought. Stock Image. Published by smashLAB Inc New Paperback Quantity Available: 2. If you don't believe, no one else will.

Six: You shall be honest.

Small is powerful

Every day we find countless opportunities to embellish, misrepresent, or entirely fake what we do. As we all know, such a charade becomes difficult to maintain, and a single disgruntled customer can quickly pop our little bubble. We have to build trust with our patrons. The only way to do so with lasting effect is to behave in an ethical and transparent manner at all times. While some truths may not always endear us to others, speaking mistruths can prove doubly damaging.

It's easier to just tell it like it is, particularly as your organisation grows and you need to ask others to speak for your company. It's hard to get one message across effectively; it's made infinitely more so when you have to keep all of your corporate lies straight.

This honesty should move beyond your marketing and become a core element of how you operate. Slogans are easy to write, but rarely mean much to anyone. To achieve meaningful communication we have to get the mess out of the way and face brutal facts.

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If you're bullshitting your clients, you're clouding your own vision too. Seven: You shall not confuse a logo for brand. The lines between design, brands, and marketing are fuzzy, so it's understandable that we sometimes get confused. A logo is not and never will be a brand. It is simply an icon. An identity is just a system used to lend a clear and consistent voice for your organisation.

It doesn't change who you are; it just augments how you are perceived by others.

A brand is a bigger and vaguer sort of thing. Largely, it's the over-all perception of your company. Some refer to it as being what others feel or say about your organisation, which is partially accurate.


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It's a number of other things as well. I like to think that it ties into the soul of your company. What's most important to remember about a brand is that although you can shape it, you can't entirely control it. You can only control your half of the equation; the audience will determine the rest. Brands and identities are not specifically "marketing" but that doesn't make them any less necessary.

Your identity and brand help people understand who you are and what you offer. When you market, you're creating awareness by spreading your message. I'm of the mind that your marketing is found in every interaction you have with others. I also like to think that it has as much to do with how you deal with customer complaints as it does your ad campaigns. Eight: You shall not overuse superlatives. Adjectives, adverbs, and descriptive terms flow freely when we market our companies.

It's all too easy to casually toss superlatives around and feel like we've clarified our position.

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Descriptive terms don't necessarily change how you are perceived; just like a new paint job on an old El Camino won't turn it into a BMW. Ask for a stout and I think Guinness. Say "vacation" and I think Hawaii. Mention heavy metal and my brain goes to Metallica. Safe car? I'll think you're talking about a Volvo. All of these brands have had competitors and new challenges to contend with. Somehow, they tend to occupy space in our minds without saying things like, "the loudest, heaviest, coolest heavy metal band" or "the warmest, nicest, friendliest, tropical islands.

The thing is, if you don't position you're left to play the superlative game. Think: "We weren't the first ones to build a brand around it, but you know Jerry, maybe we should market ours as the tastiest stout! You can add all the superlatives you'd like in such a case; it will still be an ad for your competitor. Nine: You shall not make it unnecessarily complicated. Don't expect your audience to give your product even a moment of thought.

We're all too busy for that. Instead, go the other way: limit what you say to one spectacular thing about what you offer. This of course, necessitates doing something spectacularly.

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If you need more than a sentence to do this, you might be in trouble. Smart people can make complex things seem simple - it goes the other way too. When you make things complicated, you scare people away. The best plans and brands can be explained quickly without added verbiage, complexity, or defense. Ten: You shall not covet your neighbor's brand, nor his ox, nor his donkey.