The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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September 4, 2018

What Is Brand Positioning?

Branding, Marketing Strategy

Are you proactively influencing how your target audience sees your brand in relation to all the other options available to them (a.k.a your competitors)? 

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August 9, 2018

Is Your Value Proposition Supercharged with Customer Insights and Predatory Thinking™?

Step Change, Predatory Marketing, Branding

Your business is only one of hundreds or thousands competing for your customer’s attention. It’s a marketing battleground. And if your goal is to win the war, you need to differentiate yourself in a way that actually matters to your customers.

Whilst this sounds obvious, it’s not. All too often, businesses assume they understand what is important for their customers.

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May 14, 2018

How to Create an Internal Comms Strategy that Works (with Case Study from AGL Energy)

Branding, Business Strategy, Creativity

One of the many challenges businesses face today more than ever is connecting with their audiences, whether it's their customers or employees.

What may be a significant policy update that can lead to positive change, if delivered in the wrong tone or framed in the wrong way, could end up being received poorly by the team.

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May 9, 2018

Brand Strategy: Everything You Need to Know

Branding

It was Steve Forbes who famously said, “Your brand is the single most important investment in your business.” But some, if not most, businesses tend to misunderstand this. Here’s why.

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April 24, 2018

The Change Chain: A Model for Moving Minds

Marketing Strategy, Branding

What really makes people decide to buy? And no, it doesn't have a lot to do with singing kittens riding bikes. Find out what does work here:

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March 23, 2018

Brand Storytelling Examples: How to Hold Customers’ Attention

Branding, Creativity

The heart of every business is human connections. At the end of the day, our work boils down to dealing with people: we exist to solve their problems and mitigate their pain points.

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December 13, 2017

How to Use Emotive Storytelling for Your Holiday Marketing

Creativity, Branding, Marketing Strategy

As the holiday rush pours in, you need to do more than the usual to make an impact in your holiday marketing.

To make a lasting impression that leads to conversion for the holidays, you have to be able to capture interest and emotionally connect with your audience to elicit a response and get them to engage.

The most effective way to do that is through emotive storytelling.  

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September 6, 2017

How to Define Your Brand to Make You Stand Out

Branding, Brand Archetypes, Marketing Strategy

Your brand is anything that comes from your company as a specific source. To the consumer, it symbolises what they can expect when they do business with you. And in today’s crowded marketplace, it’s more important than ever to ensure that your brand stands out from the crowd. 

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July 13, 2017

Exploring Brand Archetypes: The Magician

Brand Archetypes, Branding

This blog post features the 12th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

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June 29, 2017

How to Craft the Perfect Product Messaging

Branding, Popular Posts

Offering a product or service with utility or merit is no longer enough. It’s now necessary to create a value proposition to get people to notice and convert them to loyal customers.

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June 20, 2017

What Makes a Great Brand Story?

Branding

One of the most important things to understand about marketing is that at the heart of every business, there is a brand story waiting to be told to the world.

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February 8, 2017

Underdog Reminder Series – Automagic

underdog marketing, Branding, Digital
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February 2, 2017

Underdog Reminder Series – Use of Video

underdog marketing, Branding, Content Marketing

 

IMPORTANT!!!

1. Watch my video first until I tell you to pause 

2. Then click: Lockitron 

3. Followed by: August 

4. Then return to my video. 

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February 1, 2017

Underdog Reminder Series – Why the picture is more powerful than the word

underdog marketing, Branding
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January 25, 2017

Purpose: The One Essential Tool You Need to Stand Out and Win

Marketing Strategy, Branding

“65% of the economy will face digital disruption by 2017.” (Deloitte)

Disruption will merge sectors and make others redundant. New entrants are now challenging business norms and making huge profits riding the wave.

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January 11, 2017

Create a Value Proposition That Makes People Buy

Branding, Popular Posts

Have you noticed how most businesses talk about themselves? Check the “About Us” page and you’ll see that they are actually saying the same message:

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November 23, 2016

Exploring Brand Archetypes: The Jester

Brand Archetypes, Branding

If you're not having fun, you're doing something wrong, says the Jester. Does your business love having fun and living in the moment?

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November 3, 2016

Exploring Brand Archetypes: The Lover

Brand Archetypes, Branding

Does your business create products or provide services that help make a person more attractive, enjoy intimacy, or build relationships? Read on.

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October 26, 2016

Exploring Brand Archetypes: The Innocent

Brand Archetypes, Branding

The Innocent customer looks for products that will make living life simple and good. Does your business offer this?

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October 20, 2016

Exploring Brand Archetypes: The Caregiver

Brand Archetypes, Branding

The nurturer, the supporter, the parent, the saint — this is the Caregiver archetype. Find out if this suits your brand.

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October 17, 2016

2 Minutes on Archetypes: Why Do I Need an Archetype, and How Do They Work?

Brand Archetypes, Ashton Bishop, 2 Minutes On, Branding

When brands identify with archetypes, customers are drawn to them. No wonder archetypal marketing is now a prerequisite to effective marketing. Discover how you can use the brand archetypes in your own business.

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October 13, 2016

Exploring Brand Archetypes: The Creator

Brand Archetypes, Branding

This blog post features the 7th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

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October 4, 2016

Exploring Brand Archetypes: The Regular

Brand Archetypes, Branding

This is the 6th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.

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September 21, 2016

Exploring Brand Archetypes: The Outlaw

Brand Archetypes, Branding

This is the brand archetype for the revolutionaries, the misfits, and the radicals. Think: Harley Davidson. Richard Branson and his Virgin empire. The Australian bushranger Ned Kelly. Does your brand define the Outlaw? Find out here.

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September 15, 2016

Exploring Brand Archetypes: The Explorer

Brand Archetypes, Branding

Do your products or services gratify the desire for freedom and adventure? The Explorer could be your brand’s archetype. Find out here.

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September 8, 2016

Exploring Brand Archetypes: The Hero

Brand Archetypes, Branding

Hero brands help people achieve their ambitions. They help people solve social, environmental and other major issues. Is your business a hero brand?

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August 23, 2016

Exploring Brand Archetypes: The Sage

Brand Archetypes, Branding

Known as the truth seekers, Sages bring life to their brand through facts, higher-level vocabulary and deep imagery — does this sound like your business?

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August 11, 2016

Exploring Brand Archetypes: The Ruler

Brand Archetypes, Branding

Discover the Ruler archetype, and find out if this is the core archetype best suited for your business.

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July 28, 2016

What Are Brand Archetypes? How Do They Power the World’s Most Memorable Brands?

Step Change, Brand Archetypes, Branding, Popular Posts

Discover the 12 famous archetypes and how they can make your brand top-of-mind for your consumers.

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March 2, 2016

Damage control: How to avoid negative brand perception

Branding

Learn from Dean Mannix, the best way to handle marketing and sales email mistakes

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