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The history of fashion
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‘Better’ will always be a losing game for your brand
To get out of the trap, change your frame of reference. A brand is not a feature of benefits. It is a belief.
The belief is the new benefit. Features and benefits do have a place in your messaging, but they don't define your brand. They are not even the foundation of your brand.
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4 Ways to be "different"
- Create a new category others are blind to. E.g., brands like L'Oreal and Estée Lauder defined beauty as something on the outside. Then someone dared to create a category others were blind to - wellness.
- Move from utility to lifestyle. Lifestyle brand...
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Shifting your paradigm
When your product and business model are 'better than X', your identity is tied to the other entity. You're always in some kind of comparative game.
A great brand is based on a belief your customers can experience in the future. This shifted perspective allows you to uncouple from the rules...
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The "better" trap
It's difficult for brands to resist wanting to be better than the competitor.
The trap hides in many places: faster, cheaper, easier, more responsive, better service, voted # 1, top-rated, guaranteed, are all ways of trying to be better.
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A paradigm shift
A paradigm is a mental model or a frame of reference. A paradigm is a set of assumptions, concepts, values, and practices that constitute the way of seeing reality.
Paradigm shifts do not happen by themselves. They are driven by agents of change - scientific, cultur...
Be The Hero Of Your Own Story
Our habits form based on the stories we tell ourselves about who we are. But this stories are not immutable facts, recognizing that is key to change.
Cultivate the belief that you and your life can change and that you are a work in progress. This will lay the foundation for creating ...
Commandment #10 Thou shalt not be false to thine own brand.
Your brand is not a photo, logo, genre, or collection of fonts. It is the story you tell about yourself. More importantly, it is the story others tell about you.
You can grow your brand, but it grows where it is planted. Plant your brand in a place you are willing to live for the rest of...
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