How to not just be the best, but be the only brand for consumers.
Branding, is all about storytelling. It’s how you make an emotional connection with your consumer. Great stories, resonate and provide powerful recall that if crafted uniquely, can span generations.
Consumers will always buy a product because of how it makes them feel rather than based on simply what it does, or what it is.
"Don't aim to be the best, aim to be the only". Its a great quote I heard on a podcast recently by Kevin Kelly. It's a powerful statement that resonates, especially in the world of branding.
There are so many brands out there that claim to be the ‘best tasting’ or that use the 'best ingredients’ and my challenge back to these brands is that is not enough of a point of difference.
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