Give Them Reason 7: Above the Crap

(a series of notes for inspiring brands)

Give them reason 7: Above the Crap

Being ‘the best’ rarely guarantees success. Better ideas, people, and technologies fail all the time. To cut through the clutter, brands must invest in expressing why they are special.

Take Action:

If you are currently perching your branding on simply being ‘the best’, what happens when someone comes along with a technically better product and lower prices? Successful branding is a combination of connecting with both the heart and minds of people. Being the best is not enough. Being the best at connecting with people just might be.

Excellent Resource:

Do You Matter?: How Great Design Will Make People Love Your Company by Robert Brunner, Stewart Emery, and Russ Hall

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