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Every brand person worth their salt is familiar with the Jobs To Be Done theory of consumer action. First developed by Tony Ulwick of Strategyn, Jobs To Be Done (JTBD) is, plainly, the idea that your customers don’t really buy products or services, but rather “hire” them, to complete a “job”. Nobody buys a balloon…
Oftentimes, in trying to outline Brand and Design Strategy, we speak a lot about our ideal audiences – we identify the people that we intend to be interacting with the brands we are building, usually in the beginning of the process, during some sort of discovery session. In these sessions, we list and map various…
Quite unlikely to register with English speakers outside the British isles, the “Cheeky Nando’s” meme (meme in the academic sense of an evolving and self-perpetuating piece of culture) has sadly been on a stasis since the sequence of hospitality lockdowns in the United Kingdom because of the Coronavirus crisis. But how did a restaurant brand…
A man was wounded by an arrow thickly smeared with poison. His companions carried him from the battlefield to a surgeon. The wounded man told the surgeon:‘I won’t have this arrow removed until I know whether the man who wounded me was a noble warrior, a priest, a merchant, or a worker.’ ‘I won’t have…
It’s the end of the day. You feel a little peckish, and decide to whip up an omelette to make things better. You break three eggs, whisk them together, and decide to add a bit of salt, so it doesn’t taste too bland. You decide to add, say… two cups of salt. Well, you’re not…
