Obsessed: Building a Brand People Love from Day One

Problems are the most effective springboard for innovation.

The problem is that you can have an amazing product, and a big vision, but without a focus on brand from the beginning, it’s going to fall flat.

It never seems like they’re trying to sell you something, or convince you of something; instead, it feels that you’re in a relationship based on a shared set of values.

Ultimately, their alignment with these brands says something about themselves.

People aren’t making choices based on what their parents always bought—they’re seeking out companies that align with their core beliefs and to which they can relate on a human level.

I learned a ton about how the world’s oldest and largest consumer goods companies approach brand building, and the rigor that goes into defining a target audience, sharpening a consumer insight, developing a clear and succinct brand strategy, and then using that strategy to guide all communications.

In most cases, UX is now more about elegance and simplicity than a major overhaul of how people are accustomed to having things function.

Brand needs to be ingrained in a business’s very reason for being, which is why it’s so important to get it right from the beginning.

brand is an engine that drives business growth, and the sooner businesses incorporate brand thinking, the more set up for success they’ll be.