What’s in a name?

I love working with a brand named after its founder because they make my life much easy. The majority of brands still communicate merely what they’ve got (their products, their services, or their features.) Only a small number of brands communicate their “promise”, which is definitely a better marketing strategy. A promise is the universally-accepted …

What do you stand for?

colorful cutouts of the word purpose

Here is a universally accepted definition: a brand as a promise. However, for a marketer to focus solely on the promise is not enough. Here is why… We previously talked about how obsessed Millennials are with making a real difference. Fortunately for the world, and unfortunately for brand managers who got caught off guard, this is a new …