Jan 31, 2011 | Branding, Lean, Operations
I’ve written a bit over time about the value of a unifying business purpose, the way it can unify and motivate the stakeholders of an enterprise, often beyond the boundaries of just employees.
It is all easy to say, but apparently very hard to do, as the number of mission statements, and articulation of business purpose that are around that are no more than a bunch of cliches written on a whiteboard in some strategy session simply because it is on the agenda of things to get through.
Tom Fishburne again nails the notion of business purpose as a cliché in this cartoon, one picture tells the story of most efforts.
The video embedded in the copy around the cartoon is worth a look, it articulates via the story of Raleigh jeans the value of a real purpose as opposed to a confected one. The video also addresses the notion of manufacturing being brought closer to the geographic source of the business purpose, another hobby horse, as I see the beginnings of supply chains contracting around local capabilities, rather than being outsourced for apparent short term cost benefits, without understanding the long term implications.
Jan 17, 2011 | Branding, Marketing, Social Media, Strategy
There are lots of people flogging various digitally sophisticated SEO techniques, and they appear to be making a living. However, it seems to me that after all this time most key words worth having, have been taken, registered, and everyone is following similar SEO strategies, so your generic term will not get you to the prized No.1 spot in Google, probably not into the top 10 pages.
Try putting in “Electrician Sydney” as I did recently needing someone to do some work in my house, and there were 4880 entries, taking Google’s suggestion and adding “inner west” where I live, there were 297,000 entries. Not much use, unless you happen to be the .00001% who lucks the No.1 spot, but many keep trying, and paying.
By contrast, if you invent a word , something unique, you have a better chance of coming up on the first page. The downside is that you need to make your target market aware of the word by other means, a challenge .
When you put “Strategyaudit” into Google, this blog comes up No.1, and has done so pretty much for the whole time it has been written, although Google still checks if it is a spelling mistake. My task is therefore to make the specific audience who may be interested in what I write to be aware of the name, then it is easy to find, as all they do is put the word “strategyaudit” into Google, and there its is.
No complicated SEO strategy, simply a strategy to “own” a space of my own making, and being different, the challenge to be relevant to an audience that returns to the blog remains, no SEO can do that for me.
Nov 30, 2010 | Branding, Collaboration, Social Media
One of my consistent themes has been the power of a group to get stuff done, and the ways the web facilitates, and empowers the processes needed to get the stuff done by the group.
However, which is the chicken, and which is the egg?
There are no groups without members, and the “members” need a motivation to form, be a part of, and contribute to a group, in a way that enhances the outcomes for the group.
As a marketer, it is our task to find that motivation, and use it to build a network, group if you like, of those to whom the value proposition of the product/service being marketed adds value.
Nov 15, 2010 | Branding, Customers, Marketing, Social Media
I am a member of three frequent flier programs, Qantas, Virgin and Singapore, and get frequent updates, offers, and spam from all three, all ignored.
I know where and why my business is split, but they do not, and none have ever asked me the question, although it would be very valuable information to have, not just for me, as my expenditure would hardly rate as significant, but at a macro level. If they had the information, and could mine it, and develop programs that may make them more relevant to me, and presumably many other consumers.
Well, that is coming.
The emerging location tools of the mobile world are going to offer the possibility that Qantas will be able to track my presence in an airport and know when I am not booked to travel with them.
Intrusive perhaps, but valuable consumer share of wallet information if they cared to ask why I travelled with one and not another in any given circumstance.
Nov 3, 2010 | Branding, Leadership, Personal Rant, Strategy
The new focus on Rural and regional Australia (R&RA) in the current parliament has great merit in ways hard to quantify.
The nature of “Brand Australia”, how we see ourselves, has always been about the wide brown land, the sunburnt country, the Akubra hatted drover gazing into the sunset, however much that sense is a myth, given the urban nature of the population, it nevertheless defined us.
Over the last 50 years a steady erosion of the rural population has occurred, and an erosion of the support infrastructure has followed, schools, hospitals, communities with insufficient size to be sustainable, coupled with the levels of immigrants who have no connection to the myth, and this has had, and will inevitably continue to have an impact on the psyche of the country.
How you put a value on this Australian psyche I have no idea, but I hope that the independents last long enough to make an impact that lasts, and that they do not become subsumed in the Canberra Politic” as I am sure that the value they can add to the sense of who we are will be greater than anything treasury can put a figure on.
