Hamish’s Provocative No-Nonsense Insights to Beat Your Competition & Help Your Brand Thrive in a Volatile Marketplace.

September 12, 2019

What is message?

Message is anything and everything that a company and its people does or says and how a product functions and behaves, and how all of that combined is received by the market. The sum total of all these ‘moving parts’ culminates into your brand.

So, a mes...

July 16, 2019

You can't force people to buy.

Life isn't black and white, yet most sales processes ultimately rely on the hope that a single conversation or engagement ends with a 'yes'.

It all goes pear-shaped and frustrating when it ends with a 'no' And 'no' can take on many forms.

I...

May 2, 2019

Everyone is concerned with growth. How to grow market share, to grow sales or grow customer lists.

You may argue it's semantics, but the purpose of a brand is not growth at all, but about maintaining and sustaining a business.

Why is this?

Brand management is about mainta...

April 10, 2019

  1. Message is Lived.

    The behavioural aspects of brand message are by far the most critical element of any messaging program. What you say has to be proven. What other people say goes some way to building trust. What people experience will determine your brand.
     

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October 26, 2018

Actions and behaviours speak louder than words. However, we expect our message to do all the hard work.

What we too quickly forget is that brands and in particular brand language establishes the expectation, makes the promise and sets the stage. What it can’t do however...

September 15, 2018

It's a critical ingredient that is often overlooked in brand communications. 

If you want a message that resonates and motivates people you need a certain level of skepticism if only to ensure you don’t breathe your own exhaust.

In other words, if we start to believe our...

August 27, 2018

Improve the client experience at every point in your business and avoid contradiction. Airport Baggage collection - as soon as you step off the aircraft, the brand promises of the airline typically comes to an end. The airline that recognises this will be at an advanta...

August 22, 2018

A transition barrier is anything that impedes a customer from moving from using a competitor product or service to purchasing and using your product or service.

Transition barriers are varied, here are some examples:

Price and perceived value: If buyers think your offeri...

If all you do is sell on social media, you need to think again, writes Hamish Chadwick.

Consider this scenario for a minute. A customer walks into your pharmacy and approaches the counter.

Even before they make their last step you proceed to badger them with your special...

December 16, 2015

  1.  

    Be seen to be improving and moving: No one wants to work with stagnating companies. Even a small change to your marketing can reinvigorate market interest or stabilise your position. Perception is reality, so learn to control it before it controls you. 
     

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Will Your Brand Fail You?

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Brand: A Definition That Will Set You Free

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