By Sue-Ella McDowall

We’ve just completed the latest in our series of white papers, and you’ll love this one if you are involved in services marketing of any type at all. Most of our clients, and probably you, are very interested in how we can help them generate more sales.

The latest white paper contains lots of useful advice, including:

•    Why most services branding fails
•    Why brand positioning is more important in services
•    What is Persuasive Branding?
•    If you’re not relevant, you’re not in the race
•    Persuasive Branding generates sales
•    Finding your persuasive branding niche
•    The 7 services motivations

If that sounds intriguing, please call Mary Toh on (02) 9262 6555 and if I am out of the office, Mary will track me down and have me call you back.  

Or, you can fill in the subscription form on this website and we’ll send the white papers out to you so you’ll never miss our thinking.

Or, you can download the latest white paper right now – HERE

By Sue-Ella McDowall

The other day I asked one of our oldest clients why they keep coming back to McDowall year after year. The answer was so short and simple, yet it was so razor sharp that I thought I would repeat it here for you:

“You make sure our diaries are full”

They are a business that relies on filling sales appointments month in, month out. So it should not have surprised me to hear this statement. Yet it did, because it was so refreshing to be reminded of the lifeblood of all business – real sales.

What a timely reminder for all of us in the business of branding! We love creating great branding work, but in the end, as a client, you care about nothing but results. Which is just the way it should be.

By Krissi Revenda

As a marketer, you know that your current project is always the one that you need to succeed more than all of your previous work.

What do you think the chances of success for your current project are? Studies show that a 30% success rate is actually very high. 

In some of the industries we work with, it seems that projects tend to take twice as long and cost twice as much. Of course, we stick to our budgets here at McDowall; the point I am making is that often things come along that no-one expected at the outset.

Recently we were asked by a client to review a planned launch, and we found the following questions hugely helpful in making sure we were aiming for the right picture of success. I thought it might be worth sharing them here:

•    What are your Key Performance Indicators right now?
•    How can this project help you achieve them?
•    What would success look like to you?
•    How will you know when you get there?
•    What might get in the way?
•    Who should be consulted to make sure this project succeeds?
•    Who MUST be kept in the loop to avoid problems along the way?

We found that the answers to these questions not only helped set up the project for a greater chance of success, but there was a noticeable excitement in the room as the different participants felt a sense of comradeship as we set out on an important mission together.

I think this one will be one of the winners!

By Krissi Revenda

Principal Sue-Ella McDowall comments on the spate of rebranding in the legal sector. READ MORE HERE

By Krissi Revenda

McDowall Principal Sue-Ella lays out some great branding tips in this short but valuable article. READ MORE HERE

By Krissi Revenda

McDowall Principal Sue-Ella features in a major journal article, outlining the importance of branding in line with culture.  READ MORE HERE