Imbuing brands with a sense of difference
Connection: Most brands today are in the coalface competing on features, benefits and price. If you don’t want your brand to become a commodity, you will need to make a deeper connection with your audience.
Stephen Houraghan • Brand Archetypes: The Definitive Guide [36 Examples]
Brand sustainability comes down to two things: relevance and differentiation. Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand. The goal is to be high on both.
There are
... See moreKat Cole • Invest Like the Best with Patrick O'Shaughnessy on Apple Podcasts
Ground your brand identity in emotional values that set you apart from the competition and resonate with your consumers. Product features and claims of efficacy should be used only to support those values. Give long-term customer relationships priority