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The agency dilemma – generalist or specialist agency?

Why read this? : We explore the different influences on whether you use a generalist or specialist agency approach. Learn the pros and cons of each, plus a way you can get the best of both. Read this to help you decide between using a generalist or specialist agency. The most important relationship in marketing is between a brand and its customers. However, there’s another important relationship you also need… Read More »The agency dilemma – generalist or specialist agency?

Overhead shot of photography kit including camera, various lenses and lens caps, batteries, flashes and a camera stand

A snapshot of key photography terms for marketing

Why read this? : We explore the key photography terms marketers should know. Learn how to speak the same language as your photographer. Read this to speed up your photography evaluation process and have more effective conversations about images. In most cases, marketers hire a professional photographer to shoot their images. (Unless it’s something quick and spontaneous for social media). For example, images to use on your packaging, in your… Read More »A snapshot of key photography terms for marketing

Screengrab of Three-brains Shop - headline says "merchandise to raise your game"

Building brilliant branding in e-Commerce

Why read this? : We explore the benefits of branding in e-Commerce.  Learn how it helps you connect with customers at each stage of their journey. Read this to learn how branding in e-Commerce helps you grow your online sales.  Traditional marketers and those who work in e-Commerce clearly see the world differently. The marketers like strategy and high-level thinking. But they struggle with the fast and furious transactional nature… Read More »Building brilliant branding in e-Commerce

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Customer understanding keeps your brand on the right path

Why read this? : We explore how customer understanding helps you guide ideas through your business. Learn how it helps you take on common internal commercial challenges. Read this to learn how to use customer understanding to make better-balanced business decisions. Every great marketer knows that customer understanding is where marketing starts. That’s why we wrote about it in our very first article. And it’s why we’ve written about it… Read More »Customer understanding keeps your brand on the right path

Lego figures of Two Face and Joker with a background of an explosion

How a good business villain vamps up your brand’s story

Why read this? : We explore the value of having a good business villain in your brand’s story. Learn how defining the villain creates the conflict your story’s hero will fight against. Read this to learn how to vamp up your brand’s story with a good business villain.  Bruce Wayne supped his breakfast coffee.  “Anything bad happening out there on the streets of Gotham today?”, he asked Alfred.  “No Master… Read More »How a good business villain vamps up your brand’s story

Covid 19 empty shelves with a sign saying customer limits of essential items like bread and water

Make your e-Commerce supply chain an opportunity not an issue

Why read this? : We explore the opportunities and issues around the e-Commerce supply chain. Learn how to positively reframe the challenges and make your e-Commerce supply chain an opportunity not an issue. Over time, some words appear together so often that it’s like they’ve been joined at the hip. Political scandal. Heated debate. Right-wing nut job.  In recent years, another woeful word combination has joined this sorry bunch. “Supply… Read More »Make your e-Commerce supply chain an opportunity not an issue

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Benefit from this benefit ladder example

Why read this? : We explore the benefits of benefit ladders. Learn the differences between features and functional, consumer, and emotional benefits. Plus, a case study showing how these connect and when and how to use them. Read this to benefit from our benefit ladder example. It’s been a while since we last used our hypothetical Bondi-based pizza shop as a case study to explore different marketing tools. (e.g. the… Read More »Benefit from this benefit ladder example

Three-Brains most popular lessons from 2023

Why read this? : We share our most popular lessons from 2023. Learn which of our marketing, creative and e-Commerce articles generated the most interest last year. Read this to kickstart your thinking about how to grow in 2024.  We’re all set to jump into the joys of the new year. We hope you are too. But before we do that, we wanted to take a moment to reflect on… Read More »Three-Brains most popular lessons from 2023

How to be on target with your target audience writing

Why read this? : We explore 3 ways to sharpen your target audience writing. Learn how market research, brand strategy and editing combine to create compelling copy for customers. Read this to learn how to hit the bullseye with your target audience writing.  Most business writing guides stress the importance of writing with your audience in mind. Fair enough. But if you’re doing the writing, you have to think beyond such… Read More »How to be on target with your target audience writing

e-commerce planning process - The 5 key steps of the e-commerce process

How to define and refine your e-Commerce opportunity 

Why read this? : We explore how to define and refine your e-Commerce opportunity in the e-Commerce planning process. Learn how to craft it as a high-level concept, a plan on a page and in executional detail. Read this to learn how to more clearly articulate your e-Commerce opportunity. The fastest way to start selling online is via ready-made channels like marketplaces and Print on Demand. You can be up and running… Read More »How to define and refine your e-Commerce opportunity 

Skull - Marketing Creative Selling

Where to focus your marketing brain

Why read this? : We explore 6 key ideas which boost your marketing brain. Use our marketing BRAINS model to sharpen your marketing thinking. Read this to learn where to focus your marketing brain. It’s quite a while since we wrote our marketing tips guide. At the time, we tried to be smart (relevant, given our name) by creating an easy-to-remember and relevant acronym for how to think more smartly… Read More »Where to focus your marketing brain

Sales copy - advertising and sales planning grid

Copywriting and the Rossiter Percy grid

Why read this? : We explore how the Rossiter Percy grid helps you focus your copywriting style. Learn how this advertising planning model tightens your tone of voice and delivery. Read this for examples of how to sharpen your copy with the Rossiter Percy grid. We’re not big fans of strategists. However, every so often your agency strategist will share something useful. Something interesting. Some 2 x 2 matrix you… Read More »Copywriting and the Rossiter Percy grid