March 26, 2018
filed in Marketing, Storytelling, Strategy
The biggest mistake a brand can make is to try being all things to everyone. Weak brands settle for doing what’s easy or obvious. They appeal to the market of everyone,avoid the edges and thus become interchangeable with their competitors.
Strong brands know they are this and not that. They intentionally aspire to be something to someone and so become irreplaceable to their customers.
Who’s your someone? What do you want to be to them?
Image by Nathan Makan
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