Book Review It S Not About Size


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Book Revew about It's not about size by Paul Dickinson

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Book Review It S Not About Size

  1. 1. It’s not about size size size size Ye Guming, Maxwell Liu Tengyang, Jordan
  2. 2. Title It’s not about size: Bigger Brands for Smaller Business Author Paul Dickson Details Paperback: 196 pages Publisher: Virgin Publishing (November 2001) Language: English Sales Rank: #1,194,515 in Books About the book Foreword by Sir Richard Branson Related recommendations
  3. 3. Using design What is covered? Business in the community Understanding a brand The relationship between the boss and the brand Thinking about your customers’experience Building trust with customers Using the Internet Partnerships Developing innovative positioning Developing a culture that thinks big
  4. 4. 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
  5. 5. 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 !
  6. 6. 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”
  7. 7. 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.
  8. 8. 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. --With no remote human-resources trouble --Your network of local business contacts is as strong as the biggest company. 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.
  9. 9. How can you compete? <ul><li>4,8000 identical petrol stations with </li></ul><ul><li>Neon lights </li></ul><ul><li>Giant yellow plastic sign </li></ul><ul><li>Large distributors of consumer goods </li></ul><ul><li>Well trained staff </li></ul><ul><li>Review resources you have </li></ul><ul><li>Think what travelers need </li></ul><ul><li>Action </li></ul><ul><li>and then you got a sign like </li></ul>PETROL Food and drink Restaurant (300 yards) Hotel (1 mile) FREE MAPS
  10. 10. &quot;A bit light-hearted, perhaps a bit flippant.&quot; What small really means? <ul><li>In terms of BIG, they just </li></ul><ul><li>Not offend anyone </li></ul><ul><li>Seem to be extremely responsible </li></ul><ul><li>Seem to be very serious </li></ul>
  11. 11. The relationship between the boss and the brand 3 approaches Impersonal Direct Representational <ul><ul><ul><li>Nerve to risk your own money </li></ul></ul></ul><ul><ul><ul><li>Ability to persuade </li></ul></ul></ul><ul><ul><ul><li>financial bankers </li></ul></ul></ul><ul><ul><ul><li>Ability to attract colleagues </li></ul></ul></ul><ul><ul><ul><li>Ability to win customers </li></ul></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul>
  12. 12. Using Design Some tips <ul><li>begin by gathering every single example you can possibly find of your existing design. E.g. </li></ul><ul><li>do the same on your competitors </li></ul><ul><li>if you can afford it, employee experts </li></ul><ul><li>always more “ customer oriented ” language </li></ul><ul><li>names and logos that reinforce each other </li></ul><ul><li>avoid logo pitfalls </li></ul><ul><li>use substandard versions of the logo as less as you can </li></ul><ul><li>a central system for buying print or organizing web pages is useful </li></ul><ul><li>achieve goal through consistency in presentation, combined with the art of advertising agencies, design companies and marketers. </li></ul>
  13. 13. <ul><li>Identify customer needs at each stage of their interactions </li></ul><ul><ul><ul><li>product information </li></ul></ul></ul><ul><ul><ul><li>ordering process </li></ul></ul></ul><ul><ul><ul><li>delivery </li></ul></ul></ul><ul><ul><ul><li>payment </li></ul></ul></ul><ul><ul><ul><li>support </li></ul></ul></ul><ul><li>Creating a valuable customer experience </li></ul><ul><li>media selection </li></ul><ul><li>eliminate any possible interruptions in the flow of their experience </li></ul><ul><li>if you use any kind of technology to manage your relationship, keep it invisible if you can </li></ul><ul><li>stimulate your customers, have fun with them </li></ul><ul><li>Show your care and give your business personality more than computers </li></ul>Thinking about your customers’ experience
  14. 14. 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 have Let there be lights - use light to warm people Sweet smell of success - the sense most closely linked to memory
  15. 15. 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
  16. 16. Developing innovative positioning
  17. 17. 10 pieces of implications