Uniqueness, it turns out, mostly resides in the mind of the buyer, not in the features of the product. So, the challenge to being unique is to understand your customers well enough to know the rational and emotional components of their decision making…
I can buy a cold soda at a store for about $1.50. At the ballgame, the same soda will cost $5.00. In both cases they are the best value. Why? Context!
One of the first questions asked about a brand is “what is the brand’s awareness?” Without awareness there is no value. Creating awareness is the very first gate a brand must open on the path to becoming valuable. Awareness can be measured as aided or unaided…
Does my brand always have to keep its promise? After all, for some of you there are thousands of people delivering our product/service to hundreds of thousands of people every day. I can’t control all those. Of course you can’t…
Who doesn’t? But when it comes to creating expectations for your brand, it turns out that the stronger you want your brand to be, the fewer choices (or options) you can afford to give yourself…