A Snag in Australian Made

Helena Ngo, Brand & Marketing Consultant writes
Clean water. Clean air. Wide open spaces. Whimsy descriptions they are, but true for our country. It is seemingly untarnished; with foreign companies more than happy to buy everything from our farmland to our food manufacturers. The Australian brand is of great value to others but apparently not to Australians, […]

This Time with Feeling: How to succeed with ‘Australian Made’

It seems there are few topics more divisive in marketing strategy
than promoting a brand as ‘Australian Made’. For many marketers it smacks of desperation and Bogan pride. While on the client side I’d hear agency planners and marketers claim that Australians had moved beyond it. Many successful businesses know otherwise.
When employment is up and the […]

Improving Your Research with the EAST Framework

In a previous posting I discussed how the EAST framework, built from behavioural economics, can help diagnose compliance problems and be used to increase the number of your customers. In this post I’m going to show how I use the framework for fine tuning research design to improve response rates in both qualitative and quantitative […]

Escaping the Red Ocean

Two ice cream sellers arrive at Red Ocean Beach. Looking along the beach the strategic question is ‘where to sell?’ If one of the sellers, Phule Phat Phlavor, hat asked you for advice, where would suggest they set-up? Would you recommend them set-up at the opposite side of the beach to maximize the distance between themselves […]

Using the EAST Framework to Improve Uptake and Compliance

You have the product that you know customers will want, the price 
is right, you have distribution, and the advertising achieved that all important top quartile result. So where are all the sales? Likewise, your charity is just and your name is known but people are not making donations.
Public policy in recent years has gotten the […]

Getting the Best from Your Stakeholder & Channel Marketing

Who is your market? The answer to this apparently simple question (or answering the better question of ‘who are your markets?’) has major implications for business strategy and your business model. Even the simplest of products have multiple types of stakeholders that can drive demand. These relationships exist at category and individual levels, exerting influences […]

What Type Of Relationship Do You Have With Your Market?

A friend of many years helps you to re-turf and landscape the backyard over the long weekend. As a sign of your appreciation you decide to give $100 for the effort. After all spent his time and incurred costs to help you. Smart move? Surely your friend would appreciate the cash. Even economists know you’re a dill. […]

Setting Sail On A Blue Ocean Strategy

But how do you replicate what these organisations did for your brand or business? While the book has been around for a number of years, Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne from INSEAD provides a useful framework for creating transformations. The underlying premise of the framework is that when creating strategies […]

Karen Does Kano (analysis)

Watching her Wednesday night drama on TV with a glass of red in one hand, Karen noticed a new TVC for a bank she had seen recently in an emag that morning. And it got her thinking. The interest rate for the account was competitive; the better the interest rate the more interested she was. […]

What Is At The Centre of Your Business?

“The fastest way to go bankrupt is to do what your customers say”.
This was the advice given to me by one of my first managers when I first became a research consultant. At face value this was odd advice to give. After all wasn’t our job to listen to what customers wanted and to […]


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