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

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After 5 years building in consumer, a huge learning is that “creating a feeling” is the most inportant thing for building a resonant brand. Product and services end up being interchangeable but the feeling in a customers mind is not. The best brands are the best storytellers with the most authentic messaging. To action this, we’ve seen success... See more

A good brand strategy should be:

• Rooted in truth: Not invented out of thin air - it elevates something that is true about the business


• Differentiated in the category: It captures a sentiment in the category that no one else already knows


• Emotionally rich: It responds to an emotional opportunity with your audience in an inventive, rich way

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