It’s not about

sizesizesize

sizeYe Guming, MaxwellLiu Tengyang, Jordan

TitleIt’s not about size: Bigger Brands for Smaller Business

AuthorPaul Dickson

DetailsPaperback: 196 pages Publisher: Virgin Publishing (November 2001) Language: EnglishAmazon.com Sales Rank: #1,194,515 in Books

About the book

Foreword bySir Richard Branson

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Using design

What is covered?

Business in the community

Understanding a brandThe relationship between the boss and the

brand

Thinking about your customers’experienceBuilding trust with customersUsing the Internet

PartnershipsDeveloping innovative positioning

Developing a culture that thinks big

Business in the community

Small business used to dominate commerce like cottage industries

Then corporations emerged as mass production because of mechanical efficiency, consistency of delivery and price

Probably, it is them that cause Climate change and sustainability crisis

Think of the potential for new, emerging businesses to grow by getting behind climate-friendly solutions.

Burning carbon & Wholesale transport of goods, No! Solar energy & Wholesale transport of information, Yes!

Understanding a brand

To give your business a personality.

Aquire the REALLY interesting bit.

Try to be “Cool” “a sense of justice and a sense of humor”

Learning from High-Street brand

To use delightful detail from your area to make people aware, and interested, in where they are, rather than where they are not.

To bring some animation to your visual identities.

Leverage country

brand

Do simpler, sex sells.

How can you compete?

1. Your contribution to diversity and local flavour, your sensitivity to your local market.

3. Flexibility with your staff.

4. Your ability to work with other businesses locally.

--People will choose you because you have more of what they want.

2. A more personal service and flexibility in what services or products you offer.--Take advantage of being closer to your customers in a smaller business.

--With no remote human-resources trouble

--Your network of local business contacts is as strong as the biggest company.

How can you compete?

4,8000 identical petrol stations with Neon lightsGiant yellow plastic signLarge distributors of consumer goodsWell trained staff

•Review resources you have•Think what travelers need•Action•and then you got a sign like

PETROLFood and drink

Restaurant (300 yards)

Hotel (1 mile)

FREE MAPS

"A bit light-hearted, perhaps a bit flippant."

What small really means?

In terms of BIG, they just •Not offend anyone • Seem to be extremely responsible • Seem to be very serious

The relationship between the boss and the brand

3 approaches

Impersonal

Direct

Representational

Nerve to risk your own money

Ability to persuade financial bankers

Ability to attract colleagues

Ability to win customers

For you, work in a smarter way rather than just harder way. The key skill is to be confident and through, and always give proper incentives to everyone.

Using Design

Some tips

a. begin by gathering every single example you can possibly find of your existing design. E.g.

b. do the same on your competitorsc. if you can afford it, employee expertsd. always more “customer oriented” languagee. names and logos that reinforce each otherf. avoid logo pitfallsg. use substandard versions of the logo as less as you

can h. a central system for buying print or organizing web

pages is usefuli. achieve goal through consistency in presentation,

combined with the art of advertising agencies, design companies and marketers.

Identify customer needs at each stage of their interactions• product information • ordering process • delivery • payment • support

Creating a valuable customer experiencea. media selectionb. eliminate any possible interruptions in the flow of

their experiencec. if you use any kind of technology to manage your

relationship, keep it invisible if you cand. stimulate your customers, have fun with them e. Show your care and give your business personality

more than computers

Thinking about your customers’ experience

More fun with names-WAI-KIKA-MOO-KAU

Developing and understanding corporate value

Using the medium your own to build your brand-even if cardboard box manufacturer can do branding

Get Mozart and Michelangelo working for you-they are generally copyright free

Comfortable, cosy and clean -a few objects can transform any environment

KISS-Keep it Simple, Stupid!An element of history

-one of the most powerful urges we haveLet there be lights-use light to warm people

Sweet smell of success -the sense most closely linked to memory

Building trust with customers

3 elements

consistency

responsiveness

honesty

Maintain adequate communication

Make sure products are flexible so that customers will not be taken away by competitors

Listen carefully & act quickly

Make it easy for customers to do business with you

Trusting relationships

Developing innovative positioning

10 pieces of implications