What does ‘Personal Service’ really mean?

Inspired by The Apprentice UK Final last night, we wanted to talk about companies using the fact they offer a ‘personal service’ to market themselves. If you didn’t see The Apprentice final last night, the winning company was an SEO firm that claimed their USP was just that – they were different from the competition…

Read More

What Can We Learn From Hard Rock Cafe?

Have you ever been to Hard Rock Cafe? The food is probably on par with many other high street bar/grill type restaurants and doesn’t particularly blow you away, however one thing that really makes them stand out is the experience. As soon as you enter, they have created an unmistakable atmosphere, that is completely unique…

Read More

A Brand that Zags

When everybody zigs, ZAG! As Martin Neumier points out in his fantastic book ‘Zag’, “For most companies, the problem with radical differentiation is the ‘radical’ part. If nobody’s doing it, you’d be crazy to do it yourself, right? Wrong. In fact, if you’re looking to become the leader in a new market space, the rule…

Read More