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Promote the emotional
When you launch a new product, think about what the brand does and how it makes people feel. People love brands that stand for a clear emotional idea that is bigger than the product's benefits.
Connect the product to a meaningful story to create a strong bond. The emotional idea should be backed up with a practical function.
Start with the problem you're solving:
- Define the idea a brand stands for.
- Define how it should make people feel.
- Then think about tonality, design, and language.
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How modern marketing works
Long ago, a great user experience design was enough to give an edge. If something was easy to use or functioned well, it was enough to get people excited.
Now, your brand is far more important. Branding in the traditional sense is not enough. Branding is not a logo, your n...
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Tap into people's sense of self
A brand serves as connective tissue. A successful brand realises that to create meaningful and lasting relationships, they need to tap into people's sense of self.
Branding is about creating a shared identity with your customers. Customers want brands that align with their values an...
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Consider the brand's purpose before you launch
Leading brands are capable of forming deep emotional connections because they stand for something people care about.
Founders should consider the brand before day one. It is not an afterthought but forms the core of your culture from the start. This way, your brand will alw...
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Redefine expectations
Brand differentiation needs to be purposeful.
When your goal is to transform a category or create a new one, you need to consider what you can stand for that no one else is but that people care about.
- Brand thinking: What are you selling? (a mattress...
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Effective branding is about creating connections
A community doesn't need to be formed on digital platforms or physical spaces. Community is built from creating unity around shared values. The brand should be infused throughout the experience.
Find ways to create community and a feeling of inclusion. Target people who sha...
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Great advertising understands that our emotions are part of a cul...
The Law of the Category
If you can't be first in a category, set up a new category you can be first in.
When you launch a new product, ask what category this product is first in. This is contrary to classic marketing thinking, which is about getting people to prefer your brand. D...
The 7 Factors of User Experience
Imagine a product has 7 different buttons, that whenever pressed with low or high intensity, they produce different results for users:
- Useful - has a purpose in the user's life
- Usable - enables the purpose of a product to be brought to reality
- Findable - the product a...
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