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What is the purpose of branding?

logo-branding-tattoo

Marketers are a confused bunch. In what other industry do professionals disagree so vehemently about the basic goal of their work? Do engineers debate whether their buildings should stand up or fall down? Do accountants wring their hands over whether their beans should add up? Do teachers wonder whether it’s important for their students to [...]

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Recent Articles

Seven Answers Conversion Optimizers Want to Know

Chris Goward speaking in Bucharest

Have you been to Bucharest? I hadn’t until last week, and I have to say, I loved it! The GPeC eCommerce Summit organizers invited me to keynote at their 500+ attendee conference and, due to popular demand, I also did a workshop the following day with 200+ registrants. I wasn’t sure what to expect, but [...]

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The Surprising Power of Testing your Gut Instinct for Business

Mona-Lisa

You can’t analyze how a great painting makes you feel. You can’t compute the beauty of a sunset. There’s no algorithm for the ocean’s majesty. Similarly, some of the best ideas in business come in a wonderful, inexplicable flashes of insight. I was in New York for a couple days this week and then in [...]

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Test Being Different To Make Massive Gains

Tea cozy toque

I’m going to tell you two things today:
1. A “toque” is a kind of knitted hat worn in Canada in winter
2. To make big wins, sometimes you need to try something different.

The other day, my daughter decided that her grandma’s tea cozy would make a good toque.

It wasn’t because the other kids were wearing tea cozies on their heads – it wasn’t a new trend and she wasn’t following fashion. She just felt like trying something different. And you know what? It worked for her – she rocked that tea cozy.

The funny thing is: I don’t think it took any courage for her to do it. She’s the kind of person who (so far at least) hasn’t been convinced other people’s opinions should dictate her actions.

I think there are plenty of companies that could benefit from her approach.

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