Branding

A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.

Have a contrarian point of view. Traits of a top-tier contrarian view:

• People can disagree with it, like the thesis of a persuasive essay. It’s debatable.


• Something you truly believe and can advocate for. Before future investors, customers, and team members do, you have to have personal conviction in it. And you have to believe people will be better

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