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Posts filed as Business Strategy-related

Starbucks marketers use a six-point unwritten code to ensure the marketing programs they create and implement are authentic, that they’re staying on message and on brand, and that they tell the story of what makes the product they are promoting Starbucks-worthy.

Great Brands Help People Be Great

A core belief in our PASSION CONVERSATION book is the need to rewire a marketer’s brain to appreciate creating opportunities (online and offline) for the customers you serve to share their own stories. A lot of good can come out of encouraging people to talk about themselves, their lives, their hopes, and their accomplishments.

Keep the Likeables. Dump the Assholes.

Being a top chef is a team sport. Yet, we tend to think of it as an individual game. It’s always a team of people working together from the line cook to the sous chef to the expeditor to the pastry chef to the many other cooks in the kitchen who get the dishes out to our tables.

A Goliath Can Become a David Again

If your business is caught in the strategic crosshairs of needing to get bigger but remain smaller, the following excerpt from TRIBAL KNOWLEDGE might provide you with boardroom fodder.

TOUGH LOVE | yours to read

In 2010, I wrote TOUGH LOVE, a business book masquerading as a screenplay. It’s a business book but really… it’s a script that reads just like a Hollywood screenplay with standard script format, seven main characters and two plot lines.

Creating Difference

What makes a brand unique today is the difference it creates—how it affects peoples lives and becomes part of their story. When you are organized to create difference, not just be different, the result is much harder to replicate. — Bernadette Jiwa

In late October I spoke to a roomful of restaurant marketers and shared a little known story about Whole Foods Market. This story has become a Whole Foods company campfire tale and for good reason… it’s a story that helped to shape the culture of the company in its early days.

Plato. Purpose. Profits.

The ancient philosopher Plato made significant contributions to humankind. His philosophical fingerprints can still be felt today in how we think about mathematics, science/nature, morals, politics and the arts. Perhaps it’s time we add “brand strategy” to the long list of contributions Plato has made to civilization.

The Container Store Manifesto

We conclude our series sharing summaries of principles The Container Store follows to achieve its long-lasting success with a manifesto. While not written as a manifesto, these words from UNCONTAINABLE are inspirational, aspirational and actionable. Enjoy.

The Container Store Retailing Philosophy

The Container Store would love to, in Kip’s words, “hit the triple crown every day—offering a well-edited, carefully curated collection of 10,000 products, free expert advice and service that customers delight in, and prices competitive with the mass merchants.” But they can’t.