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PROMOTE THE MARKET CATEGORY NOT YOUR PRODUCT.
What should brands talk about? Going back to the Think Different Campaign, Steve Jobs called out Nike as the best brand. Nike promotes the category or innovation and not their...
KNOW YOUR CUSTOMERS THEN TALK TO THEM ABOUT YOUR BRAND.
If having a clearly defined mission or manifesto for your brand, translated from the intended value proposition to your customer is the engine of your brand, understanding your key customer...
FIND YOUR WHY & SHARE IT CONSISTENTLY.
A Fresh Way of Thinking. As humans, we crave a sense of belonging. It’s in our DNA and an existential need. We want to be around people and organizations who...