I faced people from all walks of business who fully disregarded design (though they were completely influenced by it). I also met fine artists who drowned in their own work and the dense creative universe in their minds. Then I met designers. And ins...
So, you don’t have money to invest in your brand? You do have money for damage control, right? Here’s the thing: anyone can make your brand inferior in your absence.
Lean brands are the result of continually testing assumptions.
All human aspirations are opportunities for brands to build relationships.
Your brand story’s “happily ever after” involves open wallets.
Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.
People relate to people, and if your brand feels like people, they’ll relate to you, too.
Products shouldn’t just work well, they must unfold well.
Brand and product don’t compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.
Do everything in your power to make customers go confidently in the direction of their purchase intention.
What is the “Once upon a time” of your brand story? Ask yourself this: “How does what I’m building help consumers close the gap between who they are today and who they want to be tomorrow?
Make sure you test your brand story’s recipe with whomever you’re cooking it for.
People change, and so do their aspirations, and so should brands.
Brands play in an exciting sandbox of symbolic meanings.
Research conquers doubt. It aligns everyone around the incontestable. Research is the key to clarity—in startups, enterprises, and life itself.
In today’s saturated marketplace, you’ll go nowhere selling a “bunch of features.” We are in the business of disrupting the market with brands that matter.
Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question.
