The Trust Factor: Harnessing Empathy and Authority to Build a Magnetic Brand
J.J. Petersonblog.hubspot.com
The Trust Factor: Harnessing Empathy and Authority to Build a Magnetic Brand
That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more
Dan Frommer • The Scott Sternberg guide to building emotional brands
Brand is why you care about your relationship with a company (c/o Phil Chang).
Brand strategy is the practice of building that relationship through a system of values that imprint themselves throughout the entire business–visual identity, customer interactions, corporate culture.
The two things a brand must communicate to position themselves as the guide are Empathy Authority