I I have three beautiful, talented, game daughters. See? A week ago, I traveled to Grinnell, Iowa, to see one of them in her first college play. Which got me thinking about repetition. The play was called Constellations, and it’s by Nick Payne, a British playwright. The play is about a couple going through what couples…
Great Branding — How to Make People Care A Lot About Little Pieces of Yellow Paper
It being Olympic season and all, I’ve been watching a lot of sports on television, and one of the most interesting ones is gymnastics, particularly women’s. I have the sense that all the prancing, posing and dance in a floor routine is only there to disguise truly terrifying brute strength. I’m also fascinated by the…
Great Branding: Liberty Mutual Insurance, and Actually Knowing What You’re Insured For
Branding, like sex, money or religion, is simple but not easy. To brand, you first have to understand what your customer cares about. They may not even know themselves, but you have to. Second, you have to explain how you address it — what do you do that solves a problem, or provides something they…
82015Sep
By Peter Darling
In Branding and Positioning,
Marketing,
Sales,
Sales and Selling
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Ten Seconds
All of your marketing matters for about ten seconds. They’re incredibly important seconds. Today, out there in the universe somewhere, someone is going to have a problem. You don’t know who. You don’t know why, or exactly when. But at some point today, someone is going to look up from a computer screen, or stare off…