You are whom you can credibly claim to be. Brand identity is the comprehensive expression of your aspirational self-image. Built upon the foundations of smart segmentation, distinctive value proposition, and clear competitive positioning, it is the final step in brand development. It’s important to remember that your brand’s value ultimately depends on just one thing: the meaning attached to it by the buyers and users in your target market.Read more
Smart segmentation sparks scaling. You have a product. It makes the unworkable workable; the unavoidable and urgent easier. On some dimension of personal or corporate need (status, affiliation, safety, ease of use, cost, speed, etc.), your product wins big. Segmentation can only emerge from this: the solid foundation of a compelling product. Without it, you have nothing. Once you’ve nailed basic product / market fit, however, proper segmentation isRead more
Mission mobilizes. Vision visualizes. Values vitalize. Mission, vision, and values are the big three. They inform your market focus — the customers you seek, and those you don’t. They paint a picture of the world you hope to create. They stipulate the agreed upon norms. If these bold proclamations are to be respected, every person in your company will hold every leader in your company accountable. Yes, your topRead more
