The pervasive myth about our consumer choices

Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)

If you pay attention, you’ll see that today’s winning brands understand the customer’s story is the only one that matters. Your most important job as a brand is to show people whom they can become with your product.

Great brands know this and understand they are in the business of helping people realize their potential, regardless of what the produc... See more