Problems are the most effective springboard for innovation.

In order to drive success in today’s consumer landscape, brand cannot just be a layer that sits on top; it has to be baked into the business itself.

They haven’t even conceived of you, so you’re going to have to work harder to build a connection. It’s not enough to show up.

The brand idea, which shows how the brand is going to be the answer to this specific problem. This is a clear, singular statement about what the brand stands for at its core. It’s the explanation of why this brand will matter to people.

And armed with this intel, you’ll never look at what it means to launch a business—or at your personal product obsessions—the same way again.

look at how tension and surprise play a critical role in today’s brand playbook.

If you’re launching a particular business, you can be sure that someone else is too.

what do we know about our target audience that should guide what we say to them?

They seek to create a better experience that starts with their business model and extends to how they communicate and behave.